- How she went from the profession of teaching to a career in SEO
- How her skills ended up being a very natural fit in the SEO industry
- Getting started in copywriting
- Agency life versus in-house
- Speaking at Brighton SEO
And much more!
In the News
We talk about:
- The new Bing Webmaster Tools rollout
- Google’s recent statements on how their systems aren’t looking for EAT but hope that their signals align to EAT
Finally, we have a deep dive into one of our most important and serious topics yet, mental health and SEO. We all share stories of our own experiences and challenges on the subject, as well as how we’ve handled our personal mental health issues. Full disclosure: We are not mental health professionals, so please do not take anything we say as professional mental health advice.
You Might also like
By Jacob Stoops — 8 months ago
We discuss how she started in marketing, how it led her to SEO, and how she eventually made it to Hallmark.
We also discuss a ton of other topics including:
- What it’s like to get laid off, how to cope with failure in a way that makes you stronger,
- Agency versus In-House
- Deep dive into Holiday SEO & Snowman poop
- Talk about evergreen content strategy
- Our thoughts on Google’s BERT
- Google Search Console’s new page speed reports
- Work life balance
- Importance of relationships
And much more.
00:00:00.840 –> 00:00:14.009
Hey everybody this is Jacob Stoops and we are back with another episode of the page to podcast and today we have an extra special guest, and given that the
00:00:14.610 –> 00:00:27.120
It has turned into the holiday season. This guest is extremely appropriate to have on right now, but with us is Kelly stanzi search specialist at Hallmark. How you doing, Kelly.
00:00:27.630 –> 00:00:29.550
Good. How are you, I
00:00:29.580 –> 00:00:37.230
Am I am awesome and before we, before we kind of jump in. I’m Jeff. Say hi. Sorry, I forgot to introduce you
00:00:37.290 –> 00:00:38.040
Hey, howdy. Hey,
00:00:38.940 –> 00:00:39.900
We don’t care about Jeff.
00:00:41.100 –> 00:00:42.150
Yes, we do. Jeff.
00:00:42.210 –> 00:00:44.400
I appreciate. Thank you.
00:00:44.580 –> 00:00:53.400
We are. I was just gonna say before we kind of dive in. I don’t know if you guys have been noticing it like two events for me recently.
00:00:53.730 –> 00:01:07.860
Have triggered the fact that, and I can’t believe it, that it is holiday season, yet again, one happened about four weeks ago and it infuriated me when I walked into Home Depot and the Christmas trees were already up
00:01:08.880 –> 00:01:11.760
Like Sons of bitches. It’s October 1 like
00:01:11.790 –> 00:01:15.420
What the heck it and it just seems to be getting
00:01:16.620 –> 00:01:28.710
earlier and earlier and earlier every year and then yesterday I was in the line at Starbucks and I didn’t realize that it was the official release of their new holiday cups and
00:01:28.890 –> 00:01:35.820
Cups. Yeah, to put it in perspective. Like, I went today. I’m kind of a Starbucks fiend, and I went today and I went yesterday.
00:01:36.270 –> 00:01:49.110
Yesterday, I had to wait in line for like 30 minutes and it was insane. Today I went through the drive thru in under like under four minutes or five minutes. So it’s holiday season. So it’s really appropriate that you’re on Kelly.
00:01:49.920 –> 00:02:09.600
You know i i think i actually have one of the best holiday season stories ever as far as seasonality goes, I have an 11 MONTH OLD AND HIS BIRTHDAY IS NOVEMBER 27 and last year. Cyber Monday. Remember e commerce retail day job.
00:02:10.770 –> 00:02:21.000
His birthday was the day after Cyber Monday last year. So I actually checked into the hospital and started my maternity leave on Cyber Monday.
00:02:21.780 –> 00:02:23.550
00:02:24.000 –> 00:02:24.540
00:02:26.100 –> 00:02:27.060
Give him to try me.
00:02:27.630 –> 00:02:30.030
No, no, no. And he was worth it and
00:02:30.090 –> 00:02:31.590
You know what a good deal. Yeah.
00:02:31.860 –> 00:02:38.760
We had absolutely amazing coverage like my team is fantastic but it’s just so funny that I
00:02:39.870 –> 00:02:43.740
My day job at least is at such a seasonally relevant
00:02:45.240 –> 00:02:56.190
Company and oh by the way I’m going to miss the busy season and I didn’t come back until the week after Valentine’s Day, which is also a huge holiday for homework. So that’s kind of funny. Um,
00:02:56.700 –> 00:03:04.200
But then, yeah, even, even on the freelance side the side hustle stuff I end up having quite a bit of seasonality, just because
00:03:04.620 –> 00:03:18.720
I do work with small businesses and nonprofits. So if you’re working with a local photographer, you know her busy season is going to be in October, helping people get ready for Christmas cards and
00:03:19.380 –> 00:03:26.400
Nonprofit nonprofits are scrambling to get their, their donation campaigns ready for the holiday season as well. So it’s like
00:03:27.780 –> 00:03:30.990
Q4 is the linchpin of the entire year.
00:03:32.160 –> 00:03:33.180
It’s the busy season.
00:03:33.210 –> 00:03:46.890
In a for any agency Q4 is always the busy season. That’s where you like. You definitely are expected to put in a lot of lot of overtime. So it’s just call it, it’s just it is what it is. It’s the busy season.
00:03:48.630 –> 00:03:58.980
So Kelly take us take us through your career. Like I feel like I’ve said this a million times. I’m going to say it again in case there are first time listeners, the hallmark of this show.
00:03:59.430 –> 00:04:13.470
Is telling the origin stories of great SEOs. And not only that, but talking about just the Trials. Trials and tribulations of what it’s like to be an SEO day to day in things that are
00:04:14.880 –> 00:04:20.400
Important like work life balance. The, the mental side of things.
00:04:21.870 –> 00:04:28.980
And I, and I kind of want to dive into that, but so take us take us through your career. How did you get to SEO. How did you get to homework.
00:04:29.940 –> 00:04:32.580
Well, I took the winding road.
00:04:33.990 –> 00:04:40.230
I actually started accidentally landing social media internships in college.
00:04:41.280 –> 00:04:56.640
And my degree was an interactive design. So it was loosely relevant like, Oh, I can make this meme. And I can edit this video and publish this podcast and build a landing page, but for the most part, I sort of fell into the social media space.
00:04:57.750 –> 00:05:09.270
And I got hired by one of the agencies that I interned for in their KANSAS CITY OFFICE. After graduation, so moved down here from the Chicagoland area and
00:05:10.230 –> 00:05:22.230
Started working for an agriculture agency and I loved it. Like I was in Florida and FFA and high school and now a farm girl living in the suburbs and
00:05:23.580 –> 00:05:35.970
Then, a year and a half after they moved me to Kansas City. They laid me off. So I’m 23 years old really only knew my boyfriend at the time was now my husband.
00:05:37.920 –> 00:05:47.820
And was trying to figure out what came next. And he was like, you know, the SEO team at the agency that I used to work for
00:05:48.720 –> 00:06:07.500
Actually manages social media for clients to so you should consider applying there and I did and I got it, but ended up realizing that I actually loved SEO way more than I had ever like I was okay at social media and it was cool. I got to brag about some fun projects.
00:06:08.760 –> 00:06:11.940
But I would come to work every day excited about.
00:06:13.380 –> 00:06:16.560
All the things when I was doing SEO.
00:06:19.020 –> 00:06:24.420
And just, I feel like I I found my niche there and ended up kind of
00:06:25.950 –> 00:06:34.980
Getting tapped for a really large clients at that agency had and got to enjoy the dedicated specialist life for a year, which
00:06:35.520 –> 00:06:44.370
Anyone that has ever had just one client at an agency knows what a big deal. That is, and really got to spread my wings.
00:06:44.910 –> 00:06:58.920
About two years after I started at that agency there was kind of a shift in the business model and the ownership and I decided it might be time to see if there was a new chapter on the horizon for me and I
00:06:59.490 –> 00:07:09.630
Kind of on a whim applied for hallmark and got it and I’ve been here for years. That’s a lot of Q force to serve.
00:07:11.280 –> 00:07:26.550
But I’m throughout that entire journey I’ve also been doing freelancing on the side with small businesses nonprofits niche groups I helped with a website for a pig show in Texas, one time.
00:07:28.290 –> 00:07:36.900
Because I’m one of the few SEO specialist out there that does have agricultural industry experience so that I keep coming back to that. That’s hilarious.
00:07:37.440 –> 00:07:41.100
Um, yes, I do have a poop question later so
00:07:41.730 –> 00:07:44.910
Okay, I can, I can probably answer that for you.
00:07:44.940 –> 00:07:47.670
As a mother, you should be an expert in that at this point.
00:07:48.480 –> 00:07:49.410
00:07:50.430 –> 00:07:56.280
Um, so yeah, I didn’t. I cut you off there. I couldn’t resist the end to talk about poop.
00:07:58.230 –> 00:08:00.690
So you you got laid off. What was that like
00:08:02.250 –> 00:08:05.430
It was awful. Um, you know, I had
00:08:07.260 –> 00:08:18.750
My boyfriend now has been probably six months and I just remember like hanging out at his apartment was nothing to do just crying because I had always
00:08:20.130 –> 00:08:25.350
focus so much of my identity and my career. Up until that point. And even after that.
00:08:26.460 –> 00:08:33.360
I really didn’t kind of understand how to shift like my self worth, out of my career as much until I became a mom.
00:08:34.920 –> 00:08:51.420
But when you’re that invested in your career and your this young, hot shot that had this cool agency job and you are going to take the world by storm. And then suddenly you’re unemployed and a city 500 miles from your home, trying to figure out what you’re going to do.
00:08:52.890 –> 00:09:06.360
That’s scary. And I think I was more scared of not knowing who I was, or what my career was going to be than I necessarily was about being far from home and a place I’ve only lived for just over a year.
00:09:08.580 –> 00:09:18.510
Obviously I decided to stay and put my roots down deeper here in Kansas City. And it’s the best decision I’ve ever made, but at the time it was
00:09:19.800 –> 00:09:26.520
Just so much uncertainty and such a blow to who I thought I was because
00:09:28.020 –> 00:09:36.300
I was supposed to be taking the world by storm and and forging a path for myself and now I’m just like standing here like okay
00:09:37.980 –> 00:09:42.240
I can pay the bills for two weeks on my severance okay this is nice.
00:09:43.290 –> 00:09:55.350
And it worked out. It was actually I recently wrote a piece for search engine journal about kind of like the parallels between my
00:09:56.370 –> 00:10:04.050
Mental health journey and my career and like just the the deep intertwining between those two things and
00:10:04.620 –> 00:10:24.660
I made a note of calling out that the best things that have ever happened to me. Usually looked like a disaster at the time. So I really bad breakup in college, losing that first job fresh out of college and falling into a CEO and you know at the time that was
00:10:26.040 –> 00:10:26.910
I’m getting old now.
00:10:28.410 –> 00:10:30.030
I’m not even sure how many years ago that was
00:10:31.560 –> 00:10:48.780
At the time, no SEO or social media really only had like some surface level vanity metrics that you could look at and I got into SEO and looked at this, like depths of knowledge that you could get from Search Console and analytics, even though they had just switched to not provided.
00:10:50.010 –> 00:10:53.370
And that’s not even touching like the SEO specific
00:10:54.510 –> 00:11:03.240
platforms like mas and bright edge or conductor or a dress, you know, we all, we all know the list.
00:11:05.910 –> 00:11:13.500
So I realized that I was actually for the first time really using both sides of my brain. And that was something I needed.
00:11:15.540 –> 00:11:30.720
So yeah, losing that first job and being able to sort of tap into a piece of myself that I didn’t know was there and kind of needed to be fed and nurtured was actually like a happy accident and yeah
00:11:31.080 –> 00:11:37.380
I was gonna ask. So like you. You made an interesting point about like the things
00:11:38.400 –> 00:11:50.160
That at first look like disasters, end up turning out to be really, really good things in your, in your life, and I’m a huge in the same as for me, I’m a huge believer in
00:11:50.730 –> 00:11:59.670
In fate and being in the right place at the right time. And there have been a lot of instances of that in my life. So now,
00:12:00.510 –> 00:12:16.020
With kind of that new outlook when something big like that happens in your life. How has that experience, change the way you attack problems or how is it made you better. How did you pull yourself up by the bootstraps.
00:12:18.240 –> 00:12:18.900
00:12:18.960 –> 00:12:20.100
Get to that good place.
00:12:20.310 –> 00:12:28.020
Yeah. Um, I think it’s really, it’s dependent on the chapter and the situation.
00:12:29.910 –> 00:12:36.330
You know the I’ve mentioned in passing a bad breakup in college. My coping mechanism for that was
00:12:36.750 –> 00:12:49.260
Okay, I’m going to take these out of state internships and like go live my life. So I got to spend a summer living in Sacramento, California. Now for a kid in the Midwest, like that’s a huge experience.
00:12:50.280 –> 00:12:57.060
And that’s the internship that ended up landing to here in Kansas City where I have this amazing, fantastic like said I love
00:13:00.480 –> 00:13:04.680
So yeah i i don’t know i think in that situation. It was like a
00:13:06.180 –> 00:13:15.060
Almost like a kind of juvenile I’ll show you type thing, but then when I got laid off, it was more about, like, okay.
00:13:16.590 –> 00:13:34.590
I think I can take a risk here because I have nothing to lose. I don’t. It’s not like I have a job to worry about. So I did go out on a limb and apply for an SEO team that did some social media, knowing that I would be stretching my my comfort zone. So
00:13:35.700 –> 00:13:40.230
If I had to distill it down to like one coping mechanism. It’s usually
00:13:43.350 –> 00:14:00.060
If I know something’s coming I stew in the dread for forever. And I get super anxious, but once I’m in it. It’s just like, Okay, what now. And yeah, you know, is this, is this a turning point. Do I need to pivot and typically when I have pivoted it’s ended up working out.
00:14:02.880 –> 00:14:03.840
Yeah, I think we’ve all
00:14:05.100 –> 00:14:12.720
Had to pivot at one time. I mean, I’m way older than both you guys so um I pivoted a lot in my career started off you know as web designer.
00:14:14.040 –> 00:14:18.000
It was interesting because everything to me. I think was a
00:14:19.320 –> 00:14:27.270
All luck. I don’t know, it’s weird. It’s interesting. I got it all goes because started off wanting to learn 3D animation.
00:14:28.440 –> 00:14:34.740
Really was bad at that but learned along the way was really bad design, but no one else did it.
00:14:36.090 –> 00:14:44.280
Learned code at the same time and moved into SEO, mostly because I was willing to take those chances and, you know, not many people were
00:14:45.060 –> 00:14:57.600
You know, doing this stuff at the time, and it wasn’t really a, you know, I lived through the.com boom and then bust. Right. I went to bartending school at that night because I was like, well, when the internet goes away.
00:14:59.400 –> 00:15:06.000
I’m gonna be a bartender, because at least I can make some money while I, you know, find something else to do. Luckily, that didn’t happen.
00:15:07.320 –> 00:15:12.930
I mean, I didn’t think it was gonna happen. But I mean, a lot of companies went out of business. At that time, and there was been through.
00:15:13.560 –> 00:15:25.890
A bunch of layoffs. Luckily not on the layoff side, but there were some companies I knew right away, like when it was happening and I was already on the lookout to go somewhere else. Because like you just some people were just sitting there.
00:15:27.090 –> 00:15:27.660
00:15:27.690 –> 00:15:28.080
00:15:29.580 –> 00:15:36.480
So, so yeah, having kind of the insight and just having the bravery to be able to just jump and figure that out.
00:15:36.780 –> 00:15:46.620
Well, and I think there’s there’s something to be said for just when you’re in it. There’s certain level of like survival instincts that he can, like,
00:15:48.180 –> 00:15:53.010
I was, I was very fortunate in that I was only unemployed for two weeks.
00:15:53.940 –> 00:15:54.390
00:15:55.230 –> 00:16:03.450
Yeah, most, most people don’t get that kind of that kind of luck following Ola, and I have not. I’ve
00:16:04.560 –> 00:16:12.150
See, I’ve been in the professional world eight years now and I have not worked at a company that did not experience layoffs while I was there.
00:16:13.200 –> 00:16:24.690
And luckily, I was one of those people only one of those times at one of those companies, but it’s just it’s a fact of the world like organizations re
00:16:25.200 –> 00:16:42.870
Organized they realign their budgets and it’s going to happen if you work in marketing or digital or agency side, whatever your role is client side or on the service side it’s going to happen. And I think a lot of people underestimate.
00:16:44.190 –> 00:16:56.490
Just that drive to just put your head down and solve it when you’re in it because that’s, that’s really where I was. And I remember a whole lot of those two weeks because I was in such like a
00:16:59.370 –> 00:17:01.740
Know the word I’m thinking like tunnel vision.
00:17:03.690 –> 00:17:15.900
For really figuring out what came next. Like I just remember for two weeks. I just, I went to interviews I filled out applications. And I went running. That was a that was only for two weeks.
00:17:17.880 –> 00:17:37.230
But then I did end up getting hired for that first job. And then I had this the first job after the layoff. And I had this like kind of moment where I was like, well, I’m probably not going to be doing what I’ve been doing. So then the survival mode kicked back in because it’s like okay
00:17:38.730 –> 00:17:51.180
Let’s figure this out. Sink or swim and it ended up being fantastic and I had wonderful mentors and that was years ago now and those people are still friends and mentors to me.
00:17:52.470 –> 00:17:54.390
So yeah, I just, I think.
00:17:55.740 –> 00:18:01.140
There’s just something to be said for the tenacity and the stick to witness to just get through it.
00:18:02.730 –> 00:18:12.330
And you underestimate your ability to do it until you’re actually in it. And it’s like, oh, I’m looking back and I survived that. Yeah, sometimes.
00:18:12.390 –> 00:18:15.600
You’re, you’re tougher than you think. Sometimes when you think
00:18:17.220 –> 00:18:22.140
So I’ve actually I’ve only worked on the agency side of things, it’s really been
00:18:23.370 –> 00:18:32.370
Interesting my career path. I’ve always wondered on like going in house, how would it be different than agency life. I feel sometimes
00:18:32.820 –> 00:18:46.440
I have it, like, oh, being in house would be a little slow because I’m only working on one website instead of 50 and then sometimes I’m like hey I would actually want to get something done working on website over 50. What were some of your experiences going from agency to in house.
00:18:46.950 –> 00:18:48.540
Um, it is never slow
00:18:49.260 –> 00:18:49.710
00:18:51.030 –> 00:18:54.600
I’m I’m never bored. That’s great. I think it’s
00:18:56.850 –> 00:19:02.940
Politically, it’s different priorities wise different resources, it’s different.
00:19:04.200 –> 00:19:17.250
But it also depends on the company. There are a lot of agile companies out there that feel a lot more like an agency. And then there’s plenty of agencies that because of the vertical they work in or
00:19:18.630 –> 00:19:31.020
You know regulations within their specialist fields or even just like massive size. They’re not quick and they’re not full of a ton of variety. So
00:19:31.680 –> 00:19:42.540
I and I hate to generalize agency versus in house because really, they’re all they’re all different. You know, my second agency was completely different than my first and
00:19:43.620 –> 00:19:48.600
My internship agencies were completely different than my big kid agencies.
00:19:50.460 –> 00:19:57.210
But at the same time, I think there’s the one big difference is kind of your sense of ownership.
00:19:58.620 –> 00:20:05.100
At the end of the day when your client side. Usually the buck stops at you.
00:20:05.640 –> 00:20:17.820
And you have all this extra risk and accountability that you’re taking on when you’re, you’re the client and you’re the last line of defense against whatever it is that could be going wrong.
00:20:18.420 –> 00:20:25.470
But at the same time, you also like have a way more ownership. I mean, some agencies, you can’t even tell people who your clients are
00:20:25.800 –> 00:20:45.450
So if you do something really cool. You can’t necessarily even brag about it. Whereas on a daily basis. I get to to be openly proud of what we’ve got going on and I can point at that website or the several websites. I’m involved in and be like, guys, I did that. That’s my project.
00:20:47.640 –> 00:20:48.570
00:20:48.840 –> 00:20:52.950
That’s a, you’re right. I think I have a couple of his studies that are just a
00:20:54.090 –> 00:20:56.940
Somebody in this industry to this.
00:20:57.780 –> 00:21:00.180
Yeah well and if I’m
00:21:02.010 –> 00:21:14.160
I mean it’s it’s weird because obviously there’s cons to any job I anytime I talk to a young professional now. Like what’s your, your, you know, major life advice I’m always like, there’s no such thing as a perfect job.
00:21:15.210 –> 00:21:24.270
Every job has its giant pile of poop. And it’s about finding the company whose giant pile of poop smells the least bad to you.
00:21:25.350 –> 00:21:26.730
But they all have good fit.
00:21:30.300 –> 00:21:31.710
And ultimately, like
00:21:33.600 –> 00:21:37.980
I can deal with most piles of poo, but I think
00:21:41.010 –> 00:21:45.120
my train of thought. We started talking about poop. And now I’m thinking about buying diapers later.
00:21:46.920 –> 00:21:58.440
Well, the funny thing is I always say to people like, don’t get me wrong. I like my job, but like if I had a choice. I wouldn’t be working, I’d be off on some island or, you know, who knows who knows where. And I always say like
00:21:58.740 –> 00:22:03.060
Nobody is going to be on their deathbed, saying, I wish, I wish I’d worked more
00:22:03.960 –> 00:22:08.820
Yeah, so that actually is really, really good advice because like I’ve had
00:22:09.090 –> 00:22:22.920
Jobs that I’ve hated and I’ve had jobs that I love. And for me, like, there’s always a reason to find a problem with a job. If you want to find a problem with a job and in something that I’ve had to learn over the course of
00:22:24.270 –> 00:22:39.990
My kind of professional experiences like sometimes you just have to be happy with kind of the imperfections of the job and appreciate all of the good points. And I, being a glass half empty sort of person struggle with that sometimes
00:22:41.640 –> 00:22:48.510
In yes sometimes you just have to like let certain things go and just be happy with the good points of have a job.
00:22:49.230 –> 00:22:53.100
Well, and I think SEO any job has its own
00:22:54.660 –> 00:23:07.680
unique challenges. But I think when you work in an ambiguous field that maybe outsiders don’t understand very well like SEO. I think there’s an added layer of challenge that
00:23:08.970 –> 00:23:14.430
People in other fields just might might not fully grasp, like I have joked in the past about
00:23:15.960 –> 00:23:16.800
Have A DOG BARKING
00:23:18.150 –> 00:23:20.790
I’ve joked in the past about how
00:23:22.230 –> 00:23:35.460
You know, like a third of my job or something like that was just like, explaining things to people and getting getting buy in both the agency and client side and
00:23:38.580 –> 00:23:45.930
Sorry we so little sidebar about me. My husband and I have 26 pets, most of which are rescues
00:23:46.320 –> 00:23:48.870
And one of them is very opinionated right now.
00:23:48.990 –> 00:23:51.000
Whoa. That is a lot of pets.
00:23:51.870 –> 00:23:55.620
Yeah, do you want to do something with elder. Thank you.
00:23:56.850 –> 00:23:58.980
Um, my husband works from home to
00:24:01.350 –> 00:24:01.920
00:24:03.780 –> 00:24:04.740
Hey, where are we, yeah.
00:24:05.910 –> 00:24:13.080
We were talking about. What were we talking about Jeff i’d coming up attention. Sorry, I was marking the time second cut that out.
00:24:15.690 –> 00:24:16.410
A lot about poop.
00:24:18.990 –> 00:24:19.860
00:24:20.610 –> 00:24:32.280
Let me get started let me get us started back out or started back up. So in reading your, your account I followed your account for a while and I didn’t realize until today.
00:24:32.760 –> 00:24:38.790
That, like, here I am thinking I tweet a lot, and I’ve got like a couple thousand tweets you you have 51,000
00:24:39.180 –> 00:24:47.310
Or 51 point 4000 tweets, which I was like holy shit, that’s a lot of tweets and then the, the one that caught my eye today.
00:24:47.760 –> 00:24:53.490
As I was doing a little, a little pre show research and I just want to read it because I think it’s funny.
00:24:54.090 –> 00:25:09.750
If anyone’s curious what it’s like to work in e commerce for for hallmark I got an email and the only content that showed in the preview outlook provided was snowman poop. And I had to ask about the snowman poop. So tell me about the snowman poop.
00:25:11.910 –> 00:25:22.440
Apparently there’s wind up toys out there that poop jelly beans and we will have a snowman shaped one as a stocking stuffer. I guess.
00:25:23.940 –> 00:25:28.500
Wow. So now I know what I’m getting my kids as a stocking stuffer this year.
00:25:28.920 –> 00:25:33.000
Yeah, last year we had reindeer. So I think this year, we have a snowman.
00:25:33.810 –> 00:25:34.800
Kids have the reindeer.
00:25:35.550 –> 00:25:35.730
00:25:35.970 –> 00:25:36.600
00:25:36.840 –> 00:25:40.350
Or just know it’s Ranger the poops. Okay. Yeah.
00:25:40.710 –> 00:25:46.950
There’s a little brown jelly beans. Yeah, I assume this no man’s will be like my jelly beans.
00:25:48.270 –> 00:25:53.910
Never thought about that. I’m so sorry to the outside of all the poop. What’s it like to work at hallmark
00:25:55.440 –> 00:26:20.880
Really jolly Christmas tree started going up this week. But the biggest thing is Hallmark is a privately owned company and I have a very extensive NDA.
00:26:42.090 –> 00:26:42.900
00:26:43.620 –> 00:26:45.570
You don’t get to share all that goodness
00:26:46.500 –> 00:26:51.660
Yes, it’s a must tell you that my job is absurd. A lot of this.
00:26:53.220 –> 00:27:05.790
Yeah, it sounds like a lot of it is based around I’m immediately thinking with my SEO brain on it’s based around probably optimizing for a lot of these these brands in these
00:27:07.200 –> 00:27:12.450
This kind of different, different series and obviously I’m a huge Harry Potter person.
00:27:13.680 –> 00:27:17.550
Which is weird, because I’m a 37 year old man, and I’m into Harry Potter. So it’s not the most
00:27:17.880 –> 00:27:18.810
What’s your house.
00:27:19.860 –> 00:27:20.100
00:27:20.850 –> 00:27:21.660
What’s your house.
00:27:22.620 –> 00:27:25.590
Oh, of course. I’m Griffin door, of course.
00:27:25.680 –> 00:27:26.250
00:27:26.340 –> 00:27:34.920
The hero. But although I will say, I took a test. A couple of years ago and it placed me in huff and puff. So I don’t know what that says about
00:27:36.390 –> 00:27:38.400
A hopeless. Yeah, we
00:27:38.610 –> 00:27:45.390
Are the house of hard work and loyalty and snacks and that is where I go. Haha.
00:27:45.960 –> 00:27:53.700
There you go, well, yeah, there you go, that I think that actually does describe me pretty well. So I kind of get it but always want to think of myself as a griffin door.
00:27:54.870 –> 00:28:08.790
Yeah, and are so yeah there’s, there’s a lot of work that goes into optimizing for our licenses. But one thing that people maybe don’t realize is, like, I’m starting work on Christmas and like March.
00:28:09.720 –> 00:28:17.790
Because we actually have highly collectible stuff that launches on the site in April, that are most passionate customers will go after
00:28:20.640 –> 00:28:31.560
And it’s hilarious because I’ll be sitting at my desk, listening to Christmas music in the middle of the spring, because what I’m working on, guys. Might as well get in the mood.
00:28:31.710 –> 00:28:37.830
Christmas in July. So let’s let’s save that, because for those people. We don’t often
00:28:38.670 –> 00:28:52.170
Talk about at the beginning of the show. What we’re going to deep dive on but Surprise, surprise, we’re going to deep dive on holiday and seasonal SEO, but before we do that, Jeff. What’s, what’s in the news this week.
00:35:50.430 –> 00:36:01.050
Cool. So first up, I’m not really brand new news, but it’s been something that’s been in the news, since it’s been released, and that is Bert, the new natural language processing.
00:36:02.520 –> 00:36:13.500
Algorithm. I guess we’ll call it that is brought into Google, Google said it was actually the biggest update to their algorithm since rank brain. I think that came out five years ago.
00:36:15.300 –> 00:36:21.060
But it’s been interesting because we haven’t really seen any changes. I look at MA’s cast and Alec have ruined.
00:36:21.870 –> 00:36:29.460
Everything actually looks better than normal because it’s usually like a little bit of a stormy day. It seems like it’s a nice spring weather with all those
00:36:30.000 –> 00:36:37.050
Kind of casters right now, it’s, it’s an interesting approach. I thought it was something Google has been doing forever anyway.
00:36:37.530 –> 00:36:46.650
Maybe not naming it Burt but they have really been always talking about, you know, they’re trying to find the information, trying to find the the context between everything
00:36:47.310 –> 00:36:54.210
Schema has been a great part of that like trying to add meaning to stuff it just seems like now we just have a fancier algorithm to do that.
00:36:55.500 –> 00:37:10.200
Yeah, I’ve been reading a lot of articles on it. And at the end of the day it’s it’s not something we can really optimize towards though I did read an article where New York Times says that they since birth has launched they’ve lost a lot of traffic.
00:37:12.210 –> 00:37:20.610
Not sure if that’s, I haven’t seen any of my clients or anything like that. I don’t know. Kelly. If you’ve seen anything since the launch of Burt positive or negative with it.
00:37:22.230 –> 00:37:25.770
Honestly, I haven’t seen significant change anywhere. Um,
00:37:27.450 –> 00:37:45.870
I i think the irony of New York Times, saying that losing traffic is virtually supposed to negatively impact 10% of all searches and the ones that are supposed to impact our websites that don’t write for human consumption as well.
00:37:47.400 –> 00:38:02.610
So it’s, it’s definitely interesting to see that, you know, in this first wave, you know, one of the most world renown media sources there is is is one of the ones discussing penalties, but
00:38:03.630 –> 00:38:13.020
I think we’ve still got a lot to see as far as Burt’s impacts. I think this this season is one of search volatility.
00:38:14.400 –> 00:38:21.840
In general, just because user habits are changing with holiday shopping and that sort of thing. So I think
00:38:22.920 –> 00:38:33.000
When things sort of settled down in the new year. I think will maybe see a more mature version of of bird arise, whether that’s through updates from Google, or just
00:38:34.380 –> 00:38:45.600
The new normal kind of settling in. Right. But I also am of the opinion that if you’re writing good content that’s people focused, you’re going to be fine. No.
00:38:46.200 –> 00:38:57.030
I agree. I think when we look at it. The reason we have a website right it’s, it’s, we really want to be able to write for our customers. And I always have a little thing where I
00:38:58.020 –> 00:39:06.780
To little nitpicky thing but like I don’t call my customers users and it’s I don’t say very for users. I’m like writing for customers and running for people because it just
00:39:07.290 –> 00:39:13.710
backs that up. I was like, who I’m actually writing for I wouldn’t be like a my, my favorite user, you know, it’s like
00:39:14.640 –> 00:39:28.590
You know, it’s a something dumb that I always kind of pick on that, but I really do feel like if you’re just not trying to write to rank and you’re actually trying to inform it’ll be the most beneficial thing you can do for your side. Yes, and
00:39:28.650 –> 00:39:37.230
And honestly, like that’s that’s the core of SEO to begin with. Like I part of what I evangelize.
00:39:38.250 –> 00:39:42.750
And all of the the arena as I touched from a search standpoint is
00:39:43.650 –> 00:39:58.440
SEO is actually a form of customer service. If you do it right, you are there to fulfill a need or answer a question and SEO is just making sure that you are detail oriented about how you position yourself to fulfill that need
00:39:59.820 –> 00:40:05.820
So as long as you keep that mindset, you are probably going to be fine with Burt that said
00:40:06.990 –> 00:40:19.020
We all know that major algorithm updates can cause some blips and some destabilize stations and like I said, I think we’re probably going to see more stable and mature version of it early next year.
00:40:19.980 –> 00:40:32.460
So the funny thing about Burt and for me about algorithm changes in general is like honestly I’ve only been a part of one website.
00:40:33.150 –> 00:40:42.330
Well, I shouldn’t say that, but one one where I knew for sure that it was an algorithm change and that Google had just throttle.
00:40:42.780 –> 00:40:51.360
The site down and then later on when they made an update it throttled it back up and like for me. I’m a very bottom line person and like
00:40:52.140 –> 00:40:59.580
I think about birth, and I think about in that instance when I know that it happened as a result of an algorithm update like what do I change.
00:41:00.210 –> 00:41:09.720
In my day to day what what changes. And for me, like, really, it’s not a damn thing about what I’ve been doing, like, I’m not like
00:41:10.140 –> 00:41:16.020
I see a lot of people talking about other people who are writing about optimizing for birth and I’m
00:41:16.770 –> 00:41:29.730
And I’m just like, Well, honestly, like what I what I feel like Burt is really intended to do is to really break up and understand queries and understand the intent behind the queries and
00:41:30.060 –> 00:41:37.050
Hopefully divvy up the results by, like, hey, this query is someone looking for looking for information this query is looking for
00:41:37.860 –> 00:41:47.400
Somebody looking for support this query is looking for somebody who is looking to transact or buy something and to serve up the results based on that. Well,
00:41:48.000 –> 00:42:04.560
If you’re doing your job as an SEO, you’re already looking in. Maybe not at the level of a computer or a machine, but you’re already looking at all of these keywords that you want to target and you’re already thinking about the intent behind them in terms of what kinds of
00:42:05.610 –> 00:42:09.030
Web pages are being surfaced up and if you’re not doing that you should
00:42:10.200 –> 00:42:17.820
But for me, because I’m already doing that. It’s like, well, it doesn’t change anything. It’s like rank brain. It didn’t really change anything for me. So like for me.
00:42:18.390 –> 00:42:28.200
It’s kind of like a big buzzword in the industry and it’s something that everybody is talking about. And I just am like, yeah, doesn’t really doesn’t really affect me.
00:42:28.680 –> 00:42:45.960
Yeah, I agree. Absolutely. And I think the writing’s on the wall for this for a while, um, you know, Google has been very vocal about putting end users first whether their customers or just information gatherers or
00:42:47.430 –> 00:43:00.840
People doing research projects. Someone recently asked on Twitter. When was the first time you ever use the internet and I talked about doing a research project on beluga whales and like second or third grade.
00:43:02.790 –> 00:43:14.490
Just a little aside, I like that story, um, the thing is like micro moments were such a like hot buzzword for a while there. And really, I think,
00:43:15.150 –> 00:43:38.130
Burt is essentially placing a logic behind understanding those micro moments more if anyone is shocked that Google introduced a new layer of AI that helps people match their intent with their search results a little bit better, they probably haven’t been in search very long, in my opinion.
00:43:40.620 –> 00:43:47.550
It’s funny because we always see all of these knee jerk reactions. Every time there’s a an algorithm update and very, very rarely
00:43:48.030 –> 00:43:53.070
Is anyone actually one of those brands that tanks are suddenly spikes.
00:43:53.790 –> 00:44:10.830
And usually when it happens, it ends up course correcting at some point in time anyways so it’s still about the long game of write good content. Have a good site give the content, the technical structure. It needs to be able to be crawled and found and indexed and served
00:44:13.440 –> 00:44:23.850
This is, you know, for lack of a better cliche. This is a marathon, not a sprint. And I think the Burt rollouts IS JUST TO TURN ON THE RACE ROUTE.
00:44:26.100 –> 00:44:26.400
00:44:27.810 –> 00:44:34.620
The person who comes out the worst. And this is actually the character bird because they use this image and everything. And it’s going to really
00:44:34.860 –> 00:44:35.670
Use image search
00:44:36.390 –> 00:44:37.380
How many birds.
00:44:40.770 –> 00:44:44.250
birds, birds, never got this kind of publicity. Yeah, exactly.
00:44:45.540 –> 00:44:57.420
someone tweeted that there are waiting to see what the cost of the domain Ernie SEO would be like in a week or so because people are trying to go after it.
00:44:59.700 –> 00:45:00.690
00:45:01.830 –> 00:45:02.100
00:45:02.610 –> 00:45:15.090
Awesome, so do the other thing I haven’t news is kind of a just we talked about it before, but it’s actually officially rolled out now is the Google page, page report inside of Google Search Console.
00:45:16.320 –> 00:45:26.280
We’re really looking forward to this because I’ve really been trying to hone in a lot of my clients on PHP and just convince them like, hey, this is something at Google, like
00:45:26.820 –> 00:45:31.290
Here’s all these articles how Google says it’s important. Like it’s important for your customers. It’s important for search
00:45:31.770 –> 00:45:36.810
And still have a lot of customers who are happy, six, seven second load times
00:45:37.560 –> 00:45:48.330
And it’s like, no, no. We need to get better. And actually, it’s really hard to show when you have a million pages I give them like here’s a five page speed report or here’s 30 pages and
00:45:48.840 –> 00:45:54.930
It’s really hard to show a whole thing. When we look at, like, something like Google Analytics. We don’t have a great page report inside of there so
00:45:55.290 –> 00:46:02.460
I like the Google’s pushing this and kind of them, showing that they’re pushing it. You know, it helps me with my clients like look, now you can give us give
00:46:03.150 –> 00:46:15.810
Sorry, I’m getting tongue tied Google’s really like pushing this to show us that it’s even more important by giving it to webmasters and with anything make it an SEO factor and you have a slew of people that are going to push this just like
00:46:17.310 –> 00:46:25.710
Like everything else they put out like make your site HTTPS and just say it’s a ranking factor. Now SEOs are like making every one of their clients go HTTPS.
00:46:26.490 –> 00:46:32.730
It’s kind of amazing how we can push the whole internet to roll something out but page has been fairly tough.
00:46:33.120 –> 00:46:43.290
Because it’s not as easy as getting your certificate and making yourself, you know, secure, it’s a lot harder to accomplish. But some of the reports mean Jake were talking about earlier.
00:46:44.940 –> 00:46:50.310
I mean, I know this is experimental. I know it’s a first released, but there is a lot to be
00:46:51.510 –> 00:47:00.390
Wanted in the secret for it’s a, it’s great. We have a trend, but there’s not much else after that. So, Jake. I know you have an opinion on that.
00:47:00.840 –> 00:47:03.270
I have an opinion on everything SEO really
00:47:04.620 –> 00:47:11.040
Funny thing is like outside of my day to day job, like I’m so easy going and I don’t have an opinion, it’s like
00:47:11.580 –> 00:47:22.680
It’s like, hey, where do you want to go to dinner. I don’t care. And with SEO. It’s like, I have an opinion on every, every thing. And I’m now everybody’s got to hear it because I have a podcast. So let me tell you.
00:47:23.490 –> 00:47:24.750
The Page Speed reports.
00:47:26.400 –> 00:47:40.800
directionally they’re really awesome between both Google Search Console and what Screaming Frog has come out with the big problem. And the big, the big pain in the ass about page speed is just what Jeff said like when you’re trying to
00:47:42.120 –> 00:47:51.540
When you’re dealing with sites that are large and in some cases really large. There’s no way to give them enough of a representative sample of
00:47:52.500 –> 00:48:03.870
page load times to really kind of really make an impact. Right. If you give them 25 pages when they’ve got a million page website. Well, that’s like, that’s just dropping the hat.
00:48:04.560 –> 00:48:19.200
But in the same in the same breath, like you as a person. Don’t have the time to manually go through that many pages and pull down all of the metrics that tools like web page tests, Google page speed insights GT metrics.
00:48:19.860 –> 00:48:28.590
Lighthouse that they all provide they all provide really great data, but until this Google Search Console report and until things like Screaming Frog.
00:48:29.250 –> 00:48:38.970
It was really hard to go site wide and get a larger sweep of how page speed which trending on all pages of a website. Now here’s the here’s the flip side.
00:48:39.300 –> 00:48:51.720
I actually went in and tried to use the Google Search Console Page Speed reports today and I went so far as to send a screenshot to one of my clients who is struggling with Page Speed to say, hey,
00:48:52.500 –> 00:49:03.600
Here’s what Google is saying about your page speed and on mobile. I’m several thousand. I don’t even want to go into the page numbers but like 75% of your pages are deemed slow
00:49:04.260 –> 00:49:18.000
The other 25% are deemed average and zero percent of your pages are deemed fast and I sent them say go look at this, go look at this report and Search Console, Mr or Mrs client and
00:49:18.690 –> 00:49:27.450
I sent that and then like without absent mindedly like diving any further into the search Council reports. So that’s definitely my fault for not diving further before I sent it.
00:49:28.290 –> 00:49:33.390
I looked at Search Console and i and i clicked in like okay show more details.
00:49:33.870 –> 00:49:45.930
And I realized for the first time that like it is only showing a very small sample of if it’s saying like, you’ve got 5000 pages that are slow it’s giving you a sample of, like, five
00:49:46.410 –> 00:49:53.550
And it’s not even telling you what the issues are on a page on a page by page basis. So I was a little disappointed when I went in.
00:49:54.300 –> 00:50:09.750
It was a little bit of a wah wah moment and I’ll have surely have to explain that to the client when they go and look at it and don’t figure anything out based on the report, but it is directionally a move in the right step in the right direction. So I do
00:50:09.870 –> 00:50:12.480
Well, and I think the biggest thing that
00:50:14.160 –> 00:50:26.220
That report within Search Console and even the the paradigm shifts, we’re seeing in new search console in general is a new chapter in the relationship between Google and search engine strategist.
00:50:26.760 –> 00:50:33.510
Um, you know i i got started in SEO right as Google was taking away keyword data from Google Analytics.
00:50:34.230 –> 00:50:45.780
And even to this day I’ll meet with people and they’re like, well, what does our Google Analytics data say about our keywords. So I’m like, it’s not in there. It’s in Search Console, like I can get you keyword data.
00:50:46.380 –> 00:50:53.760
But it’s not in Google Analytics anymore because Google give us and Google taketh away. Well now it’s starting to give us more back
00:50:54.630 –> 00:51:02.310
And, you know, at one point in time we were all those people dropping and single URLs into the mobile page speed tester.
00:51:02.640 –> 00:51:12.720
And trying to use that to benchmark the page speed of our site and how we could perform and mobile and now you’ve got people like JOHN MUELLER everyone’s SEO dad who I love,
00:51:14.460 –> 00:51:23.640
Out there actually telling us how to answer our questions and solve problems and, you know, Danny Sullivan actually saying yes, there was an algorithm update
00:51:24.330 –> 00:51:41.640
So even if, at times, it feels like some of the reports aren’t as useful as we might like or you know there’s they’re still obviously experimental are in beta. At the same time, this is way better than the days when it’s like I don’t know my
00:51:42.030 –> 00:51:43.740
00:51:43.950 –> 00:51:52.440
Yeah. And yeah, I feel like I feel like the, the, the little boy who complains on Christmas when he didn’t get enough great Christmas presents, but like
00:51:53.760 –> 00:52:09.330
I mean like if that’s actually that that theme aligns with what we’re talking about in a couple of seconds but directionally, like I said, it’s awesome. It really is. I’m glad I just can’t wait till like they add a little bit more behind the scenes and make me
00:52:10.560 –> 00:52:12.390
Allow me to be more lazy, I should say.
00:52:15.240 –> 00:52:18.270
Yeah, I’m definitely curious to see how it keeps evolving.
00:52:19.500 –> 00:52:26.550
Admittedly, pretty much every site I touch right now has load time issues.
00:52:27.570 –> 00:52:33.030
Or at least plenty of room for improvement, but I literally just sat on a webinar on Monday that was about
00:52:34.230 –> 00:52:36.810
WPS and amp and
00:52:37.890 –> 00:52:38.820
00:52:39.990 –> 00:52:55.620
Essentially, there’s no such thing as a perfect score for site speed. That’s always a work in progress. And even if you have almost instantaneous loading, there’s still going to be things that Google’s going to see and be like, hey, you can do that better.
00:52:57.660 –> 00:53:07.650
So I think it’s interesting, and obviously mobile really keeps the conversation on on Page Speed propelling forward.
00:53:09.540 –> 00:53:16.800
Don’t even get me started on how mobile cues end up impacting voice performance to since that’s on everyone’s mind as well.
00:53:17.520 –> 00:53:35.520
So we’re going to keep hearing about it. But I also think that we are still kind of immature in the space of Page Speed analysis and optimization were leaps and bounds ahead of where we were when I started in this field, but I think that’s like the next big
00:53:36.960 –> 00:53:41.190
Continuation of, like, what’s coming in tech SEO. Yeah.
00:53:43.260 –> 00:53:48.030
So Jeff, is that all the news, because I’m I’m chomping at the bit. I’ve got a story to tell.
00:53:49.050 –> 00:53:49.710
Tell the story.
00:53:50.640 –> 00:54:03.300
Alright, so we’re going to deep dive into holiday SEO and hopefully I can find some nice holiday music to delve over this section, maybe some Jingle Bells. But anyways,
00:54:04.680 –> 00:54:05.850
I have a story to tell.
00:54:07.290 –> 00:54:10.410
And it is, I think, very similar to
00:54:11.460 –> 00:54:19.140
Maybe an experience that Kelly might have been is not allowed to divulge as as much but my story is actually very
00:54:20.670 –> 00:54:21.720
00:54:22.860 –> 00:54:27.480
In here, I’m going to edit that out. I just snapped food. I never do that. Um,
00:54:29.040 –> 00:54:42.330
Let me start over. I’ve got a story to tell and it is a bout a client who their name rhymes with bakery barmes. Anybody know who they are. Maybe, maybe not.
00:54:43.050 –> 00:54:59.340
And they are very interesting in that they make 90% of their revenue between November and December and basically their entire year is spent planning for a two month period.
00:54:59.760 –> 00:55:02.760
They’re busy period where they make all of their all of their money.
00:55:03.570 –> 00:55:23.910
And one of the interesting challenges, working with them that we ran into. And we worked with them. And this is a previous agency we work with them for many, many years, and I wasn’t always on the account. I was on it for three years before I ended up leaving leaving that ad agency and
00:55:24.930 –> 00:55:33.060
The problem was that they wanted a an SEO strategy and a paid strategy and it made sense for paid, but not SEO.
00:55:34.050 –> 00:55:42.150
Where they turn the lights on in September and when the season was over, they turn the lights off and they stopped investing
00:55:42.480 –> 00:55:50.490
And they essentially went dark. And when the new season came back around. They turn the lights on, turn the lights off.
00:55:51.120 –> 00:55:57.210
So on the paid side. Like I said, this is a great strategy because like Why waste all your money at the time of year when it doesn’t matter.
00:55:57.600 –> 00:56:03.150
But on the SEO side. This was a horrible strategy and no amount of us telling them that
00:56:03.810 –> 00:56:12.240
made an impact and till I got on the account and keep in mind I was saying the same thing. I didn’t do anything special. They just for whatever reason, were more ready to hear it.
00:56:12.600 –> 00:56:20.670
When I was saying the same thing. And they eventually eventually change their ways. But what would happen is, every single year.
00:56:21.210 –> 00:56:36.870
Our poor SEO teams would would be able to start in September and they’re they’re real kind of drop dead date for getting any they really honestly had about a month to a month and a half to get any recommendations that they wanted
00:56:37.710 –> 00:56:44.730
Into the system in time to make it on the site because implementation takes a long time. Well, the problem is
00:56:45.540 –> 00:56:52.620
Every year, because the this particular client didn’t invest the resources with turnover.
00:56:52.890 –> 00:57:03.330
Because you don’t have consistent work you’re working in an agency. They slot you where the work is so it would be new resources, they would be performing an all new evaluation. Every year the results.
00:57:03.690 –> 00:57:14.760
Would go up and as soon as soon as the season would would end, they would go down and you’d pretty much have to rebuild the damn every single year.
00:57:15.180 –> 00:57:23.610
And if you’re a if you’re a client and or if you’re somebody is working with an agency hell if you’re not working with an agency.
00:57:24.510 –> 00:57:35.700
I highly recommend against this and I highly recommend implementing what we just honestly we just called it an evergreen always on SEO strategy for the sake of them, but like a normal strategy.
00:57:36.420 –> 00:57:46.500
And luckily, we find it like we were we somehow magically ended up helping them, we were successful with them, and especially successful
00:57:47.130 –> 00:57:55.230
During my time on the on the account in terms of driving incremental gains in revenue. But the most success for me was when they decided
00:57:55.710 –> 00:57:57.990
To leave the lights on in January.
00:57:58.470 –> 00:58:10.350
And actually allow us to work ahead and have time to do things like work on technical and get those things in there already full development queue to launch evergreen content or
00:58:10.590 –> 00:58:18.060
Pages like Black Friday Cyber Monday and for oh by the way all of the other holidays that were big for them and to tell them
00:58:18.690 –> 00:58:29.730
Don’t turn those pages off when the season was over, because that happened to they would rebuild in a brand new black friday page every single year instead of just allowing it to
00:58:30.270 –> 00:58:38.040
Exist, they would, they would delete it and build a new one every year. Again, it’s not advisable. It doesn’t allow the page to age over the course of time.
00:58:38.340 –> 00:58:47.490
And it’s like sending a newborn out into the world. Every single year. So anyways, that’s my story. We were eventually successful we got them to keep the lights on.
00:58:47.790 –> 00:58:56.700
And that gave us a lot more runtime, which gave us a lot more opportunity to be successful. But now that that’s the end of my story. I’m going to let you guys jump in.
00:58:57.480 –> 00:58:59.070
Yeah, well. Oh.
00:58:59.130 –> 00:59:00.000
Did you want to go.
00:59:00.540 –> 00:59:11.520
Good um you know I mentioned earlier, it’s a marathon, not a sprint in regards to SEO that has to do with like the life cycle of content as well.
00:59:12.660 –> 00:59:30.630
One of the, the biggest struggles that any SEO has his lead time making sure that your content is online long enough before it’s actually supposed to be seen by customers for it to have built up at least a little bit of juice. And if you’re starting from scratch every single year.
00:59:31.890 –> 00:59:40.650
Google has no idea who you are or why it should care about what your content has whereas if you’re recycling the same landing pages, year after year.
00:59:41.670 –> 00:59:44.880
Google is familiar with you knows what you have
00:59:46.050 –> 00:59:51.870
You know there’s there’s authority assigned to that page within the domain, it costs you.
00:59:53.190 –> 01:00:11.070
Something about each acronym here because that’s another thing that everyone wants to talk about right now. Um, but you really don’t have the ability to build that rapport page by page with with Google, if you’re starting fresh every single year. So I think
01:00:12.270 –> 01:00:21.900
I’m actually really impressed that you’ve asked them to change their way is because a lot of a lot of clients are figure that out. Like, I still know clients at my old shop because
01:00:22.380 –> 01:00:30.990
Everyone’s still talks, um, that really take for granted the ability to keep evergreen content going throughout the year.
01:00:31.800 –> 01:00:44.400
And then, you know, when their, their peak season starts up there like little, why isn’t traffic picking up on me because you haven’t done anything to rank well for the last nine months. Yeah.
01:00:44.490 –> 01:01:04.020
And it’s really important. Like, I looked up some stats and like last Cyber Monday from last year was $7.9 billion dollars in online sales. That was just one day overall last year holiday sales were up 17.4% at like 120 $2 billion sold online.
01:01:05.100 –> 01:01:12.540
You know it’s if there’s so much competition. You have to do everything that you need to be able to you know to to do that. I have a client who
01:01:13.410 –> 01:01:28.110
Takes it down every year takes down their Black Friday takes down their Cyber Monday takes down everything comes back the next year with a different URL. Every time I don’t know until like four days before Cyber Monday, but it’s going to be. I try to get into that.
01:01:29.130 –> 01:01:35.040
Because I’m like I’m like I’m waiting to do a redirect and if I’m lucky if I get the redirect and sometimes
01:01:36.060 –> 01:01:49.350
Compared to another kind of major I think how major you are in retail that like people do see that and you know where they’re Black Friday is up all year. And they just take down the ads and put like come sealskin next year.
01:01:50.490 –> 01:01:57.930
Start making tweaks in that in July and August. Just to kind of make the crawlers know that that page is active and
01:01:58.440 –> 01:02:05.640
And we hit it with the big, you know, the big updates when it comes time for that. But, and then they see like even in the summertime.
01:02:06.390 –> 01:02:16.680
That page does very well. It’s interesting that you know you don’t think people are looking for Black Friday stuff, but they land on that page because it was just looking for deals, you know, so, um,
01:02:16.710 –> 01:02:22.950
It’s really fascinating. I was as much as where we’re focused in on on retail right now. I think
01:02:23.670 –> 01:02:40.320
It’s relevant to literally any vertical. So like in my agriculture days. If you haven’t worked in that space. You would never think of it, but there’s actually like a heightened season for cattle vaccinations.
01:02:42.150 –> 01:02:42.750
01:02:44.490 –> 01:02:53.700
And that’s those seasons align with when do farmers and ranchers have their calves born and when are they going to be needing to vaccinate their
01:02:54.120 –> 01:03:14.820
Little baby calves that need to be kept healthy and take care of. So, I mean, we can we can talk about seasonality in regards to all the crazy people standing in line on Black Friday, but honestly like these lessons about evergreen content, keeping your pages up they’re relevant to everyone.
01:03:15.870 –> 01:03:29.520
The relevant to the mom and pop shops selling candles that they make in their kitchen, they’re relevant to big box department stores, although some of them specifically a brand that has a bull’s eye logo.
01:03:30.690 –> 01:03:37.770
Is too big to fail. They could do everything wrong still outperform everyone else on on Google, but
01:03:39.030 –> 01:03:52.470
It’s really about understanding when your seasons hit and planning the rest of your year essentially around future proofing yourself before that season is even on the horizon.
01:03:54.210 –> 01:04:02.190
So how, how far in advance do you recommend planning for this. If you’re a seasonal business.
01:04:03.870 –> 01:04:09.300
I typically shoot for three months. If I can
01:04:09.840 –> 01:04:10.920
To have content.
01:04:11.340 –> 01:04:12.210
On the site.
01:04:13.590 –> 01:04:20.130
And if it’s a net new page my minimum is a month, unless it’s an absolute urgency.
01:04:20.430 –> 01:04:23.550
And my question is, why can you expand on the why.
01:04:23.820 –> 01:04:25.260
Oh yeah, um,
01:04:27.090 –> 01:04:33.690
So back when I actually started working on that sort of one to three month window.
01:04:34.800 –> 01:04:41.100
There was still the understanding that sometimes it took up to a month for Google to really fully index new content.
01:04:41.670 –> 01:04:59.790
After you’ve uploaded it, but that was before things like crawl requests were readily available now that 123 month window is partially to ensure that on the client side. People have plenty of time to see it in production and react before it’s relevant.
01:05:01.830 –> 01:05:07.980
There’s like even even now for a variety of the sites I touch. There are
01:05:09.150 –> 01:05:13.530
scrambles happening last minute after it’s already in pre production to make sure that
01:05:14.310 –> 01:05:27.450
This little otter, and is taking care of correctly. So that’s part of the reason the other part is it just gives me peace of mind that it’s out there can be seen it’s collecting a little bit of juice from Google.
01:05:28.830 –> 01:05:41.130
I know that it’s well documented and site maps. It’s not being accidentally blocked. It’s really just a safety net. At this point, wondering if maybe it’s a security blanket of sorts. I get that extra
01:05:41.610 –> 01:05:57.510
Month that I probably don’t need in there to feel better about the position we’re in in prep, but at the same time I would rather be ahead of the game and early and feeling comfortable, then you know crunching it in the final weeks before game day
01:05:57.840 –> 01:06:00.870
Right. You’re giving Google time to digest it also right it’s
01:06:01.050 –> 01:06:02.460
Going to be crowded indexed.
01:06:03.000 –> 01:06:07.740
But then the get through all those you know algorithms to help it gain that value.
01:06:08.190 –> 01:06:13.230
Yeah, so it gives birth time to think about it in between dealing with his pigeons.
01:06:14.430 –> 01:06:15.240
01:06:17.580 –> 01:06:28.410
Yeah I it’s not holiday related, but I have had a couple of experiences recently where in here’s, here’s the thing. Like, people still
01:06:29.190 –> 01:06:35.250
Especially non SEOs struggle to grasp this concept with respect to things they want to rank for.
01:06:35.880 –> 01:06:43.890
Sometimes, you actually have not sometimes all the time. You have to have a page targeting that specific thing and that’s that’s a struggle for for
01:06:44.190 –> 01:06:52.560
For some people, so when when we’re talking about holidays. You want to rank for Black Friday. You better have a black friday page want to rank for Cyber Monday, same thing.
01:06:52.950 –> 01:07:03.750
Outside of the holiday, the traditional Christmas holiday New Year’s season, all these other holidays to like you want to rank for them. You better have a page for them.
01:07:04.500 –> 01:07:10.440
But the thing I was going to say is that it does take time, like I’ve been slowly but watching
01:07:11.430 –> 01:07:17.490
A couple of new pages that were really important for some, some of my clients to different clients.
01:07:17.820 –> 01:07:26.790
And I’ve been watching the hrs report because it gives you a nice little trend line where you can watch the the rankings and see over the course of like two years.
01:07:27.390 –> 01:07:36.630
What URLs may have ranked in the, in the past, for any given keyword and these really important phrases for their business really high transaction stuff on
01:07:37.320 –> 01:07:47.670
This page launched launched in late summer and it’s just been slowly but surely meandering its way up towards the top. And it’s taken a couple of months for them to get
01:07:48.270 –> 01:08:05.460
From where they were, which was nowhere. And in, in the case of a lot of businesses. If you’re creating a new page you’re creating it for a reason because you’re nowhere and you want to be somewhere. It’s taken months to just meander their way up to the top so it takes time.
01:08:06.510 –> 01:08:22.110
We tend to refer to that process as the pages maturing um, you know, even if the code and the content doesn’t change one bit in the two months that it’s sitting on our site just doing before it seasonally relevant
01:08:23.130 –> 01:08:39.450
It’s still growing into itself. It’s still growing into Google’s understanding of it and you know it doesn’t hurt if people kind of stumble upon it, and suddenly there’s traffic stats that help Google understand that it’s an authoritative and useful page.
01:08:40.590 –> 01:08:53.700
So yeah I I tend to err on the side of get the content out there early and just make sure that it’s situated in such a way that if you don’t want it to be seen yet, but Google can still find it your bases are covered.
01:08:55.200 –> 01:08:55.590
01:08:56.250 –> 01:09:04.080
If you’re, if you’re a technical SEO to and you’re working with your developers is especially if you’re in a seasonal business.
01:09:05.490 –> 01:09:17.430
They’ve got a lot of shit going on and they have a probably a roadmap that they probably built eight months ago that you’re trying to get into. So you need to be mindful of that, and
01:09:17.790 –> 01:09:27.570
Not only that, like if you want technical changes done. You got to know they’re not coming during the holiday because they’re going to go into what’s called a code freeze.
01:09:28.410 –> 01:09:37.260
For those probably starting before Black Friday the site will be locked down and the only things that will matter are making sure that the shopping cart stays up
01:09:37.890 –> 01:09:50.760
By the way, you should track that to to make sure that there’s no abandonment issues that was a big problem for the client, whose story I told at the beginning of this where people were dropping out of the cart and they didn’t know why.
01:09:51.930 –> 01:09:54.180
But luckily they had tracked the dropouts.
01:09:55.980 –> 01:10:06.780
But yeah, if you want technical things done those things need to be done many, many months before they need to be. You need to be working with the developer to get those in queue, because I can promise you.
01:10:07.260 –> 01:10:13.650
If you want technical things done. It ain’t getting done in the holiday season. No way. No way. Nope. No.
01:10:14.100 –> 01:10:23.850
And it’s also a good time and we were talking about Page Speed before but page speed will see each capacity is a big thing, right, because we want to have fast pages, but
01:10:24.540 –> 01:10:36.990
Black Friday sales. If you have a good sale, it can bring it used to be the go to Digg effect when you use to get your story on the front page of Digg and everyone come to your site and crash your site. That’s the last thing you want to happen to have your website during a holiday.
01:10:38.190 –> 01:10:42.150
gig is still thing. It’s not the same thing. There is no more dig effect.
01:10:42.210 –> 01:10:42.570
I used to
01:10:43.470 –> 01:10:47.400
Yeah, no I we used to have battles that we can get on the front page of it, which
01:10:47.730 –> 01:10:51.900
There is still a Reddit affect the read it as well.
01:10:52.380 –> 01:10:58.200
Oh, great. I run a forum on there. So it’s our subreddit tech SEO subreddit, get it out there.
01:10:58.440 –> 01:11:18.720
Oh, yeah. So it’s, uh, but yeah. Now there’s a big push that way. So wouldn’t be able to make sure you can handle the load, because I do have one client in general who caps it at like 10,000 users and then they have this nice little message that says we’re sorry we’re our systems are full.
01:11:19.950 –> 01:11:27.060
We didn’t this queue and you just sit there and wait until goes through. It’s not a good experience. I don’t think especially like since
01:11:27.510 –> 01:11:36.690
You mean you can throw money at the situation and get more server space and things like that. We don’t want anyone to not get to the products.
01:11:37.140 –> 01:11:42.000
Sometimes that might help with one of those like if you’re running a crazy sale and you know your number.
01:11:42.810 –> 01:11:55.710
800 line. You know, it might be like, something like that. But that’s not their goal. Their goal is they don’t want their servers to crash. So they put that in place, but I’m constantly telling them. Now we need to get that fixed for the holidays or we’re gonna have a bad holiday.
01:11:55.860 –> 01:12:00.720
Do you ever notice clients, not knowing when their site goes down in holiday.
01:12:03.360 –> 01:12:15.030
I notice I have a uptime robot on all my clients and many of my clients are some of them were thankful. They are very like I find out it goes down and let them know right away.
01:12:15.570 –> 01:12:22.830
It goes to my Slack channel and I just read it over to them. I did have one client who was not happy their development teams are happy.
01:12:23.280 –> 01:12:34.620
Because there’s so it was always going down, and I kept telling my client, which was not the tech team and the tech team kept on going like, why is the site down just keeps finding this so they asked me to stop monitoring it.
01:12:35.640 –> 01:12:40.260
Then they like we know we have problems. I’m just like, yeah, I stopped in quotes.
01:12:41.610 –> 01:12:47.940
But they’ve they have fixed all their problems in that way, but it was one of those where they just didn’t want me being the tattletale all the time, but
01:12:48.210 –> 01:12:56.820
For the most part, everyone is happy that a monitoring it. I even tell them, because it’s free. Go to uptime robot monitor your own site. That way you know it’s down because
01:12:57.240 –> 01:13:05.580
That’s the worst thing we can have. I mean, SEO side it’s for your clients, getting to a site that’s broken and it takes 30 minutes to get back up during the peak sale so
01:13:06.600 –> 01:13:11.340
So that’s actually a tool. I was not familiar with prior so I’m gonna go check that out. Thank you.
01:13:11.490 –> 01:13:16.260
Yeah, no. It’s awesome, it’s a it’s like I said it’s a free tool, you get. I think it’s free for 50
01:13:17.730 –> 01:13:31.050
Domains or URLs at a time, and I can connect to slack through it. If you use Slack do a hook and I get it right. I’ve like a for all my clients. I have also a Slack channel says, are they down
01:13:31.740 –> 01:13:35.820
So it gives me an alert. And anyone who’s on the team can join that and just say, like, if it’s down or up
01:13:36.690 –> 01:13:38.310
So it’s awesome, right. So,
01:13:38.580 –> 01:13:44.010
Speaking of sites going down in the holidays. Do you guys have any holiday horror stories.
01:13:49.980 –> 01:13:51.390
Don’t, don’t, don’t.
01:13:54.390 –> 01:14:02.880
Say, none that come to mind. But I think part of that may be because I’ve been up since 3am
01:14:06.210 –> 01:14:14.640
Yeah, don’t do that. Yeah, I feel like the holidays just end up being just this blur to me.
01:14:16.350 –> 01:14:20.130
And now, even more so because some planning a birthday party now.
01:14:21.870 –> 01:14:23.460
But yeah, it’s, it’s
01:14:26.100 –> 01:14:34.230
Maybe all that survival mode training from life’s disappointments. It’s what gets me up for I’m in it, just get through it.
01:14:34.560 –> 01:14:39.960
It’s the busy season. So I asked that question because I do have a story yet again. I have a story.
01:14:41.400 –> 01:14:42.450
Wasn’t my client.
01:14:43.620 –> 01:14:53.580
This happened probably six years ago that business, surprise, surprise, like they went bankrupt in we were doing at a previous agency some work for
01:14:54.900 –> 01:15:03.570
A retail a retail client competitor. I would say a Best Buy not Best Buy, but a competitor. Best Buy and
01:15:05.340 –> 01:15:13.410
We were doing quite well organic traffic was up things were going really, really well. Problem was business was still going downhill. Like there’s
01:15:13.830 –> 01:15:22.140
Only so much you can you can do with your marketing the that sometimes you just can’t make the business things work.
01:15:22.830 –> 01:15:37.260
No matter how well your how well you’re doing. But in this particular case, and I really feel for the team that was on this account because it really ruined their entire their entire holiday result. The
01:15:38.610 –> 01:15:41.550
I think it was the CMO I can’t exactly remember who it was.
01:15:42.570 –> 01:15:49.650
They had a they had a concern that the site was going to go down because it was getting too much organic traffic.
01:15:50.220 –> 01:16:05.730
So what did they do they disallowed it on purpose in the robots file on purpose. And luckily our team caught it. But our team didn’t catch it right away our team caught it maybe like a day or two days after it happened and got it rectified but like
01:16:07.110 –> 01:16:11.820
That type of stuff, especially if you really depend on the holidays. I mean, if you’re
01:16:12.480 –> 01:16:22.200
A business that depends on online for any any amount of revenue like that type of stuff costs in this case probably did cost people their jobs so
01:16:22.710 –> 01:16:28.890
It was crazy man. It was crazy. I felt so bad for for them because like they were doing great. And they were a great team.
01:16:29.490 –> 01:16:43.170
And then somebody steps in and does this without without their without their consent or approval or knowledge and completely tanked. The results for that entire season so like they were pretty bummed out about it, but that definitely happened and it just
01:16:44.070 –> 01:16:55.230
For me, illustrated the importance of continuing to educate people and continuing to educate the clients. And I just think I still don’t even understand the logic. Like, I feel
01:16:55.230 –> 01:16:56.850
Like that would be a good problem to have.
01:16:56.910 –> 01:17:02.070
But for whatever reason. Yeah, no man they did it. That’s a true story just
01:17:02.220 –> 01:17:03.660
Stop your server processes.
01:17:03.990 –> 01:17:05.190
01:17:06.600 –> 01:17:10.230
I just had my mouth just hanging
01:17:10.290 –> 01:17:12.900
01:17:13.050 –> 01:17:15.000
Yeah, that really happened.
01:17:16.320 –> 01:17:26.850
No, I haven’t had any major ones, the one that would have almost been just like yours, where I had a client like tweak their application firewall.
01:17:27.510 –> 01:17:38.820
And we didn’t know that. And all of a sudden, like in Search Console, all these 500 Irby just started popping up literally a week before Black Friday and we’re just
01:17:39.690 –> 01:17:47.940
digging and digging and digging and I’m just like, what did you guys change nothing would something changed on the website because we’re having all these and after kind of digging it.
01:17:49.650 –> 01:17:58.500
One of my favorite things I like to do is run Screaming Frog get ridiculous amount of speeds, so that I get kicked off the website and I noticed that happens and
01:17:59.640 –> 01:18:07.410
It kicked me off and give me the same error. I was seeing and Search Console. And I was like, oh, did you change your protection or your firewall like
01:18:07.800 –> 01:18:17.220
Oh yeah, we were tweaking some of the settings in it was like, well, you’re blocking Google because they they allow Google through but they blocked the amount of
01:18:18.690 –> 01:18:29.370
The speed at which somebody can come through on the site. So they’re basically went from saying you can have 500 clicks a minute to 100 clicks a minute because they wanted to prevent BOTS FROM scraping their pricing.
01:18:30.480 –> 01:18:38.550
But at the same time, Google came through. I think the magic number was like 300 you know times a minute or something like that. So we tweaked it to like to 400
01:18:38.970 –> 01:18:51.780
And actually, everything cleared up. So it’s kind of like saving the day before the issue happened, but that was almost like one of my again a nightmare of a decision there. But besides that, like,
01:18:53.070 –> 01:19:02.940
I see paid side get crushed during holidays. I’m or because we get into code freeze and I’m like all right i’m planning for 2020 and then I see people
01:19:02.970 –> 01:19:08.760
Like crying and the quality time like that night and day. Like, I feel bad. This is one reason I’m not
01:19:10.200 –> 01:19:20.580
I’m never mad to be on the SEO side, especially because like they literally have to schedule themselves to where like on Thanksgiving. They have people that are on call and on duty.
01:19:21.180 –> 01:19:31.500
At all points in the day. Black Friday, whether you’re off you, and you’re not able to enjoy that time with your family because they have to have people on call all day every day.
01:19:32.310 –> 01:19:39.000
In Kelly. I like, I wonder, you know, especially with your work with hallmark if if that’s the type of schedule, you have to maintain. That’s crazy.
01:19:40.410 –> 01:19:45.750
Yeah, yeah. And we have multiple overnight pushes
01:19:46.770 –> 01:19:47.340
01:19:48.360 –> 01:19:57.840
This is the first job I’ve ever had. Where I have overnight phone what conference calls, and it’s fine. It is what it is like a roll said it’s part of the territory.
01:19:58.860 –> 01:20:09.900
But there’s definitely this this idea that you do need to be readily available, maybe don’t be where you can’t get to a computer for several hours so like
01:20:10.530 –> 01:20:28.470
When we’re driving back to Illinois for my family Christmas and December, I’m probably going to want to make sure that I have like a Wi Fi hotspot with me so that while my husband is driving. I can make changes to robots TXT files or something if there’s an emergency.
01:20:29.790 –> 01:20:33.300
But that said, we also kind of fall into certain
01:20:36.840 –> 01:20:51.840
Pattern of auto time of year I’m you know I’m not completely hands off for SEO, but it’s more break fix triage and troubleshooting then really active strategy so
01:20:53.280 –> 01:21:01.830
Let me ask you this. I’ve got two more questions and then because you’ve been up since 3am want to send you on your way for the for the weekend.
01:21:03.480 –> 01:21:19.620
This kind of discussion brings to light a very important point. And you being the mom of a soon to be one year old and myself being a parent of three kids under six one is going to be six months old ones having a birthday this weekend. Yay.
01:21:21.780 –> 01:21:24.630
How important is work life balance for you. And how do you maintain it.
01:21:25.620 –> 01:21:32.400
Oh so important when I was talking about my layoff experience. I mentioned that
01:21:33.210 –> 01:21:48.270
I wasn’t always good about separating who I was. I my identity from my career. And honestly, becoming a mom has kind of it really gave me the final push I needed to to be able to kind of segment my life a little bit more
01:21:49.500 –> 01:21:55.350
Obviously as an as a newlywed I put more emphasis on family time with my husband.
01:21:57.480 –> 01:22:07.020
But there’s something about the only having two hours a day between the end of the workday, and the baby’s bed time to get to be a family together.
01:22:07.440 –> 01:22:21.420
That really makes you set more solid boundaries and work life balance isn’t. I don’t even really necessarily like that term because the two never fully separate it’s about
01:22:23.460 –> 01:22:35.070
It’s about finding a way to mesh them together. That’s constructive for you and allows you to care for the people you care about, but still fulfill your responsibilities to your work.
01:22:35.640 –> 01:22:43.440
And sometimes that means I get the baby down and then I open my laptop and I’m working again or it means
01:22:44.190 –> 01:22:49.290
You know, leaving work earlier coming in late because there’s something going on with daycare.
01:22:50.070 –> 01:22:57.900
Like he had his little Halloween party at school. A few weeks ago and I got to go and see him and a little Halloween parade.
01:22:58.200 –> 01:23:10.440
dresses and he was like, of course, I’m going to leave work early to go do that. But sometimes that means that you know the the late night time gets redirected it’s really just about
01:23:11.700 –> 01:23:23.790
Setting your boundaries, making sure that you’re in the trenches with good people because balance of any sort, is not a possibility. If you don’t have good peers and colleagues that have your back.
01:23:25.980 –> 01:23:26.460
01:23:27.570 –> 01:23:34.350
But I mean, working in the field. We work in anytime you work in digital there’s a chance that you’re going to have to be on call or
01:23:35.910 –> 01:23:36.360
01:23:38.010 –> 01:23:43.380
Some issues going to arise and suddenly you know your weekends gone because
01:23:44.400 –> 01:23:46.500
You’re fixing something that broke suddenly
01:23:49.170 –> 01:23:59.250
So you just you make it work. And do you take care of yourself and you prioritize your own well being and the well being of your family. My biggest
01:24:01.350 –> 01:24:11.040
My biggest like pet peeve with this is people who don’t think that they need to take care of themselves. In addition to taking care of everyone they care about.
01:24:13.290 –> 01:24:26.130
I’m a big advocate of you can’t pour out of an empty cup. So in addition to like this two hours and evening. Those are family time. There’s also a certain element of like
01:24:26.580 –> 01:24:33.630
Okay. Hey, since my husband’s already up and what’s the baby. I can sleep in a little bit because I need some self care or
01:24:34.080 –> 01:24:42.690
You know, here’s a half an hour to take a shower and like just sit for a little while. Just because we’re, we are in this crunch and
01:24:43.470 –> 01:25:01.740
If you’re, if you’re not striking that balance of like yourself, your work, your family, and any other obligations, you get burnt out, and then you stop enjoying what you do. Right. And I love what I do. I don’t want it to feel like a chore.
01:25:03.630 –> 01:25:05.400
And speaking of loving what you do.
01:25:06.720 –> 01:25:14.670
I’m sure that you do this with with people that you work with, especially new people. But one way that I want to start ending this podcast and we did it.
01:25:15.540 –> 01:25:27.930
A lot last season. We haven’t done it so much this season is asking the question, if you were to give advice to somebody getting into the industry literally today. This second, what would you say to them.
01:25:35.550 –> 01:25:36.660
01:25:38.790 –> 01:25:42.690
We may be working on robots all day and we
01:25:44.040 –> 01:25:53.190
May interface. Most of the time through computers, but everyone you work with as a person just trying to do their best and
01:25:55.350 –> 01:26:05.520
The partners that I’ve worked with at any job freelancing day job agency in house as a client as a vendor.
01:26:07.980 –> 01:26:18.690
The end of the day, the most successful campaigns. The most successful sites companies, whatever are the ones with the people that really have each other’s backs.
01:26:19.440 –> 01:26:30.090
And understand the value that each other, bring to the table. So I may be the only SEO strategist in my company, but I’m not alone.
01:26:31.860 –> 01:26:45.270
I’m I make a point to surround myself with people way smarter than me and I learned from them and I have all of these friends on Twitter because, of course, you make friends on Twitter. When you have 51,000 tweets.
01:26:48.750 –> 01:27:02.220
But like really really having strong relationships and being open to relationships with curiosity and empathy. That to me is the secret to
01:27:04.080 –> 01:27:12.330
Thriving in your career. And that looks different for everyone, but it comes down to being a decent human
01:27:14.430 –> 01:27:22.140
It’s, it’s funny that is different. It’s actually really amazing advice, but it is so different than what other people have
01:27:23.370 –> 01:27:25.740
Have said, and it’s very, very true.
01:27:26.460 –> 01:27:39.450
I mean I, if you think about literally everything that FCO ends up impacting across the the stream of a company’s evolution.
01:27:40.620 –> 01:27:52.650
Like if you’re working in retail. The way that product is name named ends up impacting your website. So then should you be building relationships with the people that name the product.
01:27:54.210 –> 01:28:04.860
You know, depending on how your structured, you may be doing the keyword integration yourself or you may be having to train copywriters to do their own keyword research, in which case
01:28:05.190 –> 01:28:14.070
They need to trust you and have a good relationship with you or if you’re an agency side or freelancer working with clients.
01:28:16.080 –> 01:28:23.970
If they don’t trust you. You’re never going to get anything done, especially if they’re handing over the keys to the whole kingdom to you so
01:28:24.510 –> 01:28:35.520
It’s, it’s really about relationships and for all of the digital we do at the end of the day it’s another person sitting up that other computer. Absolutely.
01:28:35.610 –> 01:28:50.850
everybody’s always everybody’s always dealing with something and empathy. Empathy is so hard in it, but such a valuable skill and relationships, it’s just good life advice. That’s what we’re. That’s what we’re given here on the page to podcasts life advice.
01:28:51.930 –> 01:28:58.800
Anyways, Kelly Thank you for coming on. I we totally appreciate it. We know you you’ve
01:28:59.940 –> 01:29:09.420
Extra appreciate it, in light of the fact that you’ve been up since 3am but really appreciate it was great conversation. Thank you so much and go. Have a good weekend.
01:29:10.050 –> 01:29:10.830
01:29:11.880 –> 01:29:12.300
01:29:13.740 –> 01:29:14.730
This is great.
01:29:16.110 –> 01:29:16.590
Thank you.Post Views: 966
By Jacob Stoops — 7 months ago
Episode SummaryWe talk with Casie Gillette, Sr. Director of Digital at KoMarketing. We discuss:
- How she got her start in marketing working for an online dating site in the mid 2000s literally handing out flyers in clubs, which actually led to her first SEO job which is ultimately where she fell in love with it
- How she got to KoMarketing, how she left and then boomeranged right back
- In-house versus agency
- Her biggest SEO challenges
- Convincing clients to get recommendations implemented
- How she learned to be a confident public speaker
- The recent SEO’s are assholes kerfuffle
- The importance of SEO training and education
And much more.
00:00:01.260 –> 00:00:11.219
Jacob Stoops: Hey everybody this is Jacob stoops here again with the Page 2 Podcast and I am joined by Mr. Jeff Louella. Jeff, how’s it going?
00:00:11.759 –> 00:00:12.690
Jeff Louella: Hey everybody. How you doing?
00:00:13.590 –> 00:00:15.839
Jacob Stoops: Good. Jeff you changed it up that time.
00:00:15.900 –> 00:00:16.410
Jeff Louella: Yeah.
00:00:16.560 –> 00:00:17.970
Jacob Stoops: We, it’s like, Hey, how are you, hey,
00:00:18.750 –> 00:00:21.210
Jacob Stoops: Hey, like out. What is it out Borland
00:00:24.360 –> 00:00:27.000
Jacob Stoops: And yeah, that’s funny. We’re getting better.
00:00:27.240 –> 00:00:28.920
Jeff Louella: You’re getting better. And now I’m trying to figure it out.
00:00:29.730 –> 00:00:34.770
Jacob Stoops: And we are also joined by Casie Gillette, how’s it going, Casie.
00:00:35.040 –> 00:00:38.820
Casie Gillette: Hey, howdy, I think you’re too old time reference might be overlooked.
00:00:42.030 –> 00:00:43.260
Casie Gillette: Cast. Yeah.
00:00:44.190 –> 00:00:46.260
Jacob Stoops: Yeah, Jeff reminds of Al Borland
00:00:46.920 –> 00:00:48.210
Jeff Louella: Yeah, his
00:00:48.240 –> 00:00:49.980
Jacob Stoops: Side hobbies, and he’s do-gooder.
00:00:50.430 –> 00:00:50.640
00:00:52.770 –> 00:00:53.520
Jeff Louella: Just like out
00:00:53.640 –> 00:01:10.380
Jacob Stoops: Um, so, Casie is the Senior Director of digital at KoMarketing and is really awesome guests. I’ve said this, I think, to a few guests. So I don’t want you to feel like you’re not at all special because you are special and
00:01:10.650 –> 00:01:11.610
Casie Gillette: You sound like my mother.
00:01:11.820 –> 00:01:12.540
00:01:13.590 –> 00:01:14.520
Jeff Louella: Very special
00:01:14.970 –> 00:01:24.750
Jacob Stoops: But know when we were setting out to when I was setting out over a year ago to do this podcast. And when we kind of sat down for for season two.
00:01:25.350 –> 00:01:35.940
Jacob Stoops: You are definitely on the on the list of people that we wanted to talk to in in there’s a there’s a massive like we basically want to talk to everybody in SEO, but but
00:01:35.970 –> 00:01:38.070
Casie Gillette: It does really, really making me feel good here.
00:01:40.440 –> 00:01:41.370
00:01:42.480 –> 00:01:46.620
Casie Gillette: I made Season two. That’s exciting. Thank you for having me. Yes. You made it to season to
00:01:46.860 –> 00:01:48.330
Jeff Louella: Meet you in
00:01:48.360 –> 00:01:54.900
Jacob Stoops: Season Season one was entirely just me trying to figure figure stuff out live on the internet. So anyways,
00:01:55.680 –> 00:01:58.290
Casie Gillette: That’s our job. That’s our job is search marketers anyway.
00:01:58.530 –> 00:02:07.920
Jacob Stoops: Well, yeah, yeah, it’s, it’s basically 25 hours of me just gabbing gabbing online and I decided to bring Jeff in to talk with me so
00:02:08.430 –> 00:02:09.240
Jeff Louella: Just for my intro
00:02:09.840 –> 00:02:10.470
Jacob Stoops: Yeah.
00:02:10.500 –> 00:02:12.840
Jacob Stoops: Yeah. So in terms of what we’re going to be
00:02:12.840 –> 00:02:26.010
Jacob Stoops: Covering today. So we’ve got a great agenda, first and foremost, we’re going to talk to. Casie about her background and then we are going to cover a little bit of SEO news, surprise, surprise, there was another kerfuffle in the industry.
00:02:26.550 –> 00:02:31.980
Jacob Stoops: Always industry seems to always have a kerfuffle probably once or twice a week.
00:02:32.730 –> 00:02:39.420
Jacob Stoops: That will talk about a little bit of drama and then at the end of the show. If anybody has stuck around to the end.
00:02:39.960 –> 00:02:48.240
Jacob Stoops: We’re going to talk about building a team and SEO training and how to go about that and the importance of doing that.
00:02:49.200 –> 00:03:11.550
Jacob Stoops: So definitely, definitely a great agenda today so Casie, the hallmark of the show, kind of like we’re superheroes is the the origin story of great SEOs and the the backgrounds, the trials. The tribulations. Um, so tell us about yourself. How did you get into SEO and just, who are you
00:03:11.820 –> 00:03:24.930
Casie Gillette: Yeah, loaded question. Um, you know, I was one of those people who didn’t know what SEO was we didn’t know what it was in 2005 I’d never heard of it. You know, I was out of college, I was bartending.
00:03:25.380 –> 00:03:31.200
Casie Gillette: thought, gosh, I guess I should probably get a job in marketing. My parents paid a lot of money for my college education.
00:03:31.920 –> 00:03:44.760
Casie Gillette: And a guy that I knew that that I had just met through the bar had approached me about this job in marketing. I was like okay well what it ended up being was. It was an online dating site.
00:03:45.210 –> 00:03:55.200
Casie Gillette: And but this is 2005 so like online dating wasn’t really a thing. And what we had to do was go out to clubs and hand out flyers for
00:03:56.220 –> 00:04:03.930
Casie Gillette: Dating site, which is awful. Right. That’s just an awful job but fast forward about six months I had stopped doing that, after
00:04:04.410 –> 00:04:14.610
Casie Gillette: Month, I think. And he reached back out and said, Hey, I have this job. We have another job doing SEO. Are you interested. And I said, I don’t know what that is but sure.
00:04:15.330 –> 00:04:28.230
Casie Gillette: And that was it. You know, I was so fortunate because the company that I ended up working for at the time was huge. They were about 150 people in it had people like Jenni Halas and Garrett French and Andy Beal
00:04:28.890 –> 00:04:31.470
Casie Gillette: These people in JP Sherman these people that you know
00:04:32.460 –> 00:04:42.090
Casie Gillette: As these you know industry thought leaders. Well, that’s where they also started out. So I had these amazing people to train me and to teach me. You know what SEO is and
00:04:42.690 –> 00:04:56.520
Casie Gillette: I think like most of us, I just fell in love, you know, you start doing it like, Wow, this is this is exciting and it changes and that’s cool. And, you know, here we are 1314 years later, whatever year it is. Now, I don’t know.
00:04:57.660 –> 00:04:59.400
Jacob Stoops: I hear that it’s going to be 2020
00:04:59.580 –> 00:05:00.420
Jacob Stoops: Oh, that’s
00:05:01.770 –> 00:05:04.020
Jacob Stoops: A new decade or still the same decade people
00:05:04.020 –> 00:05:04.410
Jacob Stoops: Yeah.
00:05:04.470 –> 00:05:06.210
Casie Gillette: No, no, it’s tricky.
00:05:06.600 –> 00:05:14.850
Jacob Stoops: So how did you get to KoMarketing and not only then, how did you kind of climb the ladder to senior director
00:05:15.150 –> 00:05:17.280
Casie Gillette: Yeah, well, just run
00:05:18.930 –> 00:05:24.330
Casie Gillette: I had when I was down in Carolina. I was ready to move up, back, back up north. I was like, I gotta South here.
00:05:24.900 –> 00:05:34.980
Casie Gillette: So I applied to a job at KoMarketing actually and I just, I loved what I loved what they had to offer. Well, at the time, there were only three other people
00:05:35.430 –> 00:05:46.860
Casie Gillette: So I ended up moving up here. There were four of us in total just really small, which was so fun. You know, it was a whole new experience. I went from this big company to a very small company.
00:05:47.400 –> 00:05:58.050
Casie Gillette: And that was really exciting. Now that happened around 2009 2007 2008 right before the economy collapsed.
00:05:58.770 –> 00:06:05.370
Casie Gillette: And you know, we started to lose a lot of client, right, we just didn’t have a lot of business and I was approached to go in house.
00:06:06.180 –> 00:06:09.930
Casie Gillette: Start, you know, start an SEO team there help run the digital marketing team and so
00:06:10.230 –> 00:06:15.210
Casie Gillette: I went and did that for a couple years. And that was really cool. I never thought that I would want to go and house because
00:06:15.480 –> 00:06:20.550
Casie Gillette: You know when you’re on the agency side. It’s so fun right there. There’s all these different things always happening.
00:06:21.120 –> 00:06:32.640
Casie Gillette: But the opportunity was really great. You know, I got exposure to like running TV ads and radio ads, you know, building a social team building a community team so that stuff was really fun.
00:06:33.720 –> 00:06:41.010
Casie Gillette: But I stayed in touch with the marketing guys because they were so fantastic. In a few years into that they said, you know, do you want to come back.
00:06:42.630 –> 00:06:50.430
Casie Gillette: I don’t know. And, you know, Derek, who, who runs KoMarketing was like, well, moving the office downtown. I was like okay now I’m listening.
00:06:52.020 –> 00:07:02.130
Casie Gillette: You know, I live in the city. And I always had to drive out there and my whole dream of moving to Boston was I didn’t have to have a car and I didn’t have to drive. Anyway, so he was making my dream come true.
00:07:02.520 –> 00:07:03.090
Jacob Stoops: There it is.
00:07:03.690 –> 00:07:10.350
Casie Gillette: Yeah, so I mean that’s, you know, I’ve kinda, you know, I’ve been at KoMarketing twice. Now, I’ve been back seven years. So a total of 10
00:07:11.880 –> 00:07:26.850
Casie Gillette: And you know, it’s just, it’s been fun to watch. It’s been fun to help grow the company, the guys who run it are fantastic. We have such great people on the team. We’re really meticulous about who we hire and how we hire and I think because of that we’ve been able to be successful.
00:07:27.930 –> 00:07:39.390
Jacob Stoops: So I’m going to apologize in advance because I’m, what I’m hearing is so you were at KoMarketing in then went in house somewhere and then back to KoMarketing.
00:07:39.390 –> 00:07:39.960
Casie Gillette: Correct.
00:07:40.020 –> 00:07:44.010
Jacob Stoops: Okay, because I was thinking I was like wait, you’re at KoMarketing, but you’re also in house.
00:07:44.160 –> 00:07:46.770
Casie Gillette: Yeah, I’m very to I’m multitasking. Yeah.
00:07:46.800 –> 00:07:58.980
Jacob Stoops: OK, so the, it seems like the first time you were doing a lot of off offline TV and radio and and then a little dabbling in in the social space and
00:08:00.000 –> 00:08:07.530
Jacob Stoops: I guess what is so different outside of being downtown different this time in terms of like your role.
00:08:07.800 –> 00:08:20.250
Casie Gillette: Yeah. Well, I think one of the things that was really exciting to me was I got to come in and build a team. And that’s honestly one of my absolute favorite things about my role about this industry.
00:08:21.000 –> 00:08:28.170
Casie Gillette: You know, I do a lot of speaking events. And the reason is, I love that part. Like I just love when someone comes up to you and says,
00:08:28.500 –> 00:08:34.440
Casie Gillette: I’ve never thought about this this way or like, Oh, this is so helpful or, you know, you write a blog posts and someone says,
00:08:34.800 –> 00:08:41.310
Casie Gillette: Oh, I use that and I sent it to my team like it makes you feel like, okay, I’m doing this for a reason.
00:08:41.940 –> 00:08:52.740
Casie Gillette: You know, there’s a rewarding element to it. And as part of coming back. My role here was to build a team who you know we got, I get to teach them SEO. I get to teach them marketing.
00:08:53.370 –> 00:08:59.700
Casie Gillette: And you get to watch them all grow up and become really good marketers and I love that. I think that’s really fun and exciting.
00:09:03.120 –> 00:09:11.370
Jacob Stoops: So have to ask always have to ask this comes up, like every episode, I’m in house or agency.
00:09:12.030 –> 00:09:14.610
Casie Gillette: So I am an agency girl.
00:09:16.260 –> 00:09:31.200
Casie Gillette: I do have to say like there are benefits of being in house one a lot easier. You know you you’ve talked to people who work at agencies I. In fact, I remember when I was coming back to the agency world and
00:09:32.700 –> 00:09:35.040
Casie Gillette: I know it’s like, well, how could she
00:09:37.080 –> 00:09:46.860
Casie Gillette: Like, why don’t you do with clients, but I don’t know like I don’t know about you guys, but I love the challenge, right. I feel like there’s always new challenges and like
00:09:47.130 –> 00:09:58.590
Casie Gillette: When you’re in house you’re only exposed to a minimal amount of things, whereas on the agency side, you know, I have 10 clients. And so I’m seeing all of these different situations.
00:09:59.130 –> 00:10:13.350
Casie Gillette: Just the learning element in the space. We have to keep up. You have to be constantly learning. And I think at the agency side, you get a little more exposure to that because you do have the different things. So for me, if agency, but I certainly understand why people like being in house.
00:10:14.040 –> 00:10:18.780
Jeff Louella: Do you ever feel that you can’t get everything you want to get done.
00:10:18.900 –> 00:10:19.440
00:10:20.550 –> 00:10:21.210
Casie Gillette: Yeah.
00:10:21.420 –> 00:10:26.850
Jeff Louella: We have a set amount of hours where, you know, not sure what that is but you know every
00:10:26.850 –> 00:10:27.960
Jeff Louella: Client is different, but
00:10:28.620 –> 00:10:35.880
Jeff Louella: They’re my I’ve always been an agency. I’ve never been in house and the one thing I always dreamed about was actually being able to just
00:10:36.450 –> 00:10:43.950
Jeff Louella: Sit there and like being internal meetings and hammer own like I have one client who’s blocking right now blocking Google
00:10:44.940 –> 00:10:57.060
Jeff Louella: And and they have been for the last six weeks and their dev teams like, well, we’re just trying to block acts like during the holidays, they’re blocking extra crawlers coming to the site because they’re so fragile.
00:10:57.570 –> 00:10:58.440
Jeff Louella: So sad.
00:10:58.800 –> 00:11:06.660
Jeff Louella: And I just wish I can be in those meetings every day and showing them and I do send reports as don’t know if it gets to the dev team because I’m working with marketing team and
00:11:07.020 –> 00:11:17.100
Jeff Louella: The thing. So sometimes I do dream about being in a house, but, um, but, as you said, like we have 10 different clients. So I just focus my time. Other places where I need it but
00:11:17.400 –> 00:11:23.760
Casie Gillette: Yeah, well, and I also found that, you know, working in house was cool because it’s like, hey, I want to do this. Okay, I’m just gonna go do it.
00:11:24.270 –> 00:11:34.500
Casie Gillette: And if you have that autonomy. That’s fantastic. But I was there for three years. And so, and thankfully I did have three different websites that I was working on. But like
00:11:34.860 –> 00:11:45.960
Casie Gillette: If you’re only working on, let’s say one website. And it’s not like a giant e com site. It’s just a, you know, maybe it’s a B2B site, whatever it is, like, there’s only so much you can do.
00:11:46.230 –> 00:11:46.560
Jeff Louella: Yeah.
00:11:46.590 –> 00:11:56.850
Casie Gillette: There’s only so much for me. I started to get a little bored and it was nice because like I said I got exposure to these other things, but it can get a little enough. Yes.
00:11:57.510 –> 00:12:08.160
Jacob Stoops: Yeah, I’m sure. I think like you, like you said, You’re an agency girl, I think, like, I don’t know what it, what it is, but I feel like it’s just
00:12:08.970 –> 00:12:15.000
Jacob Stoops: bred into your personality in terms of which side of the fence you you fall on
00:12:15.510 –> 00:12:24.690
Jacob Stoops: Some people tend to lean in house. Some people tend to lean agency for different reasons I’ve said many times I’ve been in both situations and
00:12:25.110 –> 00:12:41.310
Jacob Stoops: For whatever reason, I just tend to thrive more in the agency lifestyle as crazy as it is, it can get. Sometimes I’ve been in house, a couple of times. And each time I, I just, I really didn’t like it.
00:12:42.420 –> 00:12:50.130
Jacob Stoops: Made me. It was a function of just the particular opportunities and what was going on in house at the time.
00:12:51.000 –> 00:13:04.080
Jacob Stoops: But there have been times in my agency life where I’m I think just like Jeff like man, the grass looks really, really green, it would be great just to just to work on one web
00:13:04.530 –> 00:13:13.470
Jacob Stoops: All the time and do it really, really, really well. And then you get on the you get on the in house side and you’re like, Okay, I’m working on this.
00:13:14.730 –> 00:13:16.890
Jacob Stoops: And now what do I do with the rest of my time.
00:13:16.890 –> 00:13:17.850
Casie Gillette: Right, but
00:13:18.390 –> 00:13:29.010
Jacob Stoops: It is nice to be able to like have in developed close relationships with a lot of different stakeholders within the, within the company like it’s nice to
00:13:29.670 –> 00:13:37.170
Jacob Stoops: For example, in my last last role, I was able to just get up and walk two desks over and say, hey,
00:13:37.770 –> 00:13:49.770
Jacob Stoops: Aaron, who was a developer, like I’m trying to get this thing implemented, but like, I’m seeing this error and he would fix it on the spot and go okay great that’ll get pushed live tonight and stuff like that was
00:13:50.370 –> 00:13:57.870
Jacob Stoops: Invaluable. And not only that, but just walking down to to another floor to talk with one of the other teams.
00:13:58.260 –> 00:14:09.720
Jacob Stoops: And get an understanding because they handled customers directly and like working directly with them. I mean, there were a couple of times where we work directly with them to actually create pieces of content.
00:14:09.840 –> 00:14:11.220
Jacob Stoops: Yeah subject matter.
00:14:12.480 –> 00:14:18.390
Casie Gillette: That’s like one of my favorite things I talked about that a lot is like when I was in house we talked to the customer support team every week.
00:14:18.780 –> 00:14:29.220
Casie Gillette: Right. And it was so awesome. Knowing here’s what people are asking for. Here’s what they can’t find like here’s what the second yeah so that there are those benefits. Yeah, but
00:14:29.580 –> 00:14:40.110
Jacob Stoops: Like I said, I just, I made for agency. I like the I like the challenge. I like the diversity and I feel as if
00:14:41.520 –> 00:14:44.130
Jacob Stoops: The competition with other agencies.
00:14:45.480 –> 00:14:51.420
Jacob Stoops: In addition to the competition with your clients and their competitors. Yeah, really.
00:14:51.750 –> 00:15:00.480
Jacob Stoops: Really drives me. I come from a sports background so I’m super competitive and not to say that if you don’t come from other backgrounds. You’re not competitive, but I feel like for me that’s
00:15:00.870 –> 00:15:08.100
Jacob Stoops: Plays plays into it. So like I i like to win. And for me, I can see is giving me the best chance to kind of
00:15:09.510 –> 00:15:11.100
Jacob Stoops: Scratch that competitive edge.
00:15:11.190 –> 00:15:13.140
Casie Gillette: Yeah, that’s exactly how I feel.
00:15:14.340 –> 00:15:18.180
Jacob Stoops: So you do public speaking. What’s, what’s that look
00:15:19.410 –> 00:15:19.680
Casie Gillette: Like
00:15:21.270 –> 00:15:33.390
Casie Gillette: Well, no, it’s fun. Honestly, um, I don’t know. I don’t even remember how I got into it, or why, but I just know like once I was up there. I was like, oh yeah, this is for me.
00:15:34.890 –> 00:15:36.630
Casie Gillette: There’s just something to be said about
00:15:38.070 –> 00:15:50.940
Casie Gillette: You know, you’re being in front of your peers and having them listen. It makes you have to up your game. I never ever ever want to go to a conference and disappoint people
00:15:51.630 –> 00:16:03.690
Casie Gillette: And because of that, I think it’s really forced me to make sure that I’m talking about the right things. I’m learning the right things. I’m focused on the things I’m passionate about. I think that’s a huge one.
00:16:04.950 –> 00:16:16.110
Casie Gillette: When I first started speaking I talked about link building about a year into that. I was like, if I have to talk about link building one more time. I’m going to jump off the stage. Like, I can’t, I can’t talk about it anymore.
00:16:17.100 –> 00:16:26.970
Casie Gillette: But I needed to find something else that I was passionate about right and and also you have to find something that not everyone else is saying, although there’s a lot of it right
00:16:28.110 –> 00:16:36.540
Casie Gillette: That in the space, and I’m sure I’ve done it, too. But I just, I just love it. I love what the camaraderie of conferences.
00:16:36.960 –> 00:16:53.730
Casie Gillette: I will say that I have made some amazing friends through conferences that I go on vacation with now that I talked to you in real life that have become like close lifelong friends that are never would have gotten to do that without speaking. So it’s just fun. I just really like it.
00:16:54.540 –> 00:17:02.340
Jacob Stoops: Have you do you get nervous or you just one of those natural, natural because like I feel like it was
00:17:03.630 –> 00:17:15.120
Jacob Stoops: All a couple of couple of guests ago I can’t remember exactly who it was. Alicia or Leisha Anderson or Andrea Bergman, it was like, Nope, I just stepped right up there and it’s it’s easy.
00:17:15.180 –> 00:17:20.310
Casie Gillette: It’s nice. I get nervous. Yeah, there’s a moment not I’m not nervous like
00:17:21.120 –> 00:17:31.770
Casie Gillette: A day before I’m nervous for like that 20 minutes before, but the moment that I’m on the stage. It’s fine. Totally fine. Like the moment that I’m up there. Your adrenaline’s poverty, like, all right, I’m in
00:17:32.460 –> 00:17:37.620
Casie Gillette: And you can’t be nervous up there. So, but, yeah, there’s about I usually don’t eat before I can
00:17:39.030 –> 00:17:39.960
Casie Gillette: Just gotta go.
00:17:41.610 –> 00:17:42.270
Jacob Stoops: It. Go ahead, Jeff.
00:17:42.300 –> 00:17:46.590
Jeff Louella: I’ll just say I don’t speak a ton bone. I do. I usually start off with the dad joke.
00:17:49.050 –> 00:17:54.270
Jeff Louella: When the crowd. As soon as I get them the laugh. And I’m like, all right, I’m good. But, but if they don’t laugh. I’m like, Oh, no.
00:17:57.780 –> 00:17:58.980
Jeff Louella: Luckily I’m so good. They always
00:18:00.240 –> 00:18:02.190
Jeff Louella: Get the greatest dad. Exactly.
00:18:03.030 –> 00:18:10.980
Jacob Stoops: Yeah, I have this I have this thing and it’s sometimes applies to speaking, but mostly singing in public, where
00:18:12.690 –> 00:18:29.250
Jacob Stoops: It’s literally like, like you said 20 minutes before I’m set to like go on and go on. It’s not like I sing in like these massive arenas or anything. My wife and I sing it a benefit concert every, every color. Yeah, yeah, it is cool.
00:18:30.450 –> 00:18:43.920
Jacob Stoops: But even as small as the as the venue is I have this thing where, when I go on for about the 20 minutes before and even sometimes as
00:18:44.850 –> 00:18:55.530
Jacob Stoops: As close to performing as literally like the song comes on and I’m about three seconds from having to open my mouth. Forget all the lyrics, they just go out of my head.
00:18:55.980 –> 00:19:10.290
Jacob Stoops: Really, yeah. Yeah, it’s like a complete blackout really like scary because like there are times when I’m standing out there. And all I’m thinking is not how well I need to sing more like what do I say
00:19:10.350 –> 00:19:11.640
Casie Gillette: What am I even thinking
00:19:11.880 –> 00:19:21.960
Jacob Stoops: What am I singing and then then the music comes on and I’m still I’m starting to panic. Now, like Panic, panic. Oh my god. Oh my god. Oh my god. And then finally,
00:19:22.950 –> 00:19:32.190
Jacob Stoops: I remember like it was yesterday. I opened my mouth words came out and they were the right words and I went along by I went along my merry way and
00:19:32.670 –> 00:19:49.350
Jacob Stoops: For anybody that has that kind of public phobia. The idea of public speaking can be nauseating like nauseating. So I guess what advice would you give to people that struggle with the idea of getting up in front of their peers.
00:19:49.500 –> 00:20:00.630
Casie Gillette: Well, what I was gonna say was, I mean what you just talked about is just the benefit of muscle memory, right, like we talked about practicing. I know there’s people who will say, like, you know, I don’t practice my presentations. I do.
00:20:01.020 –> 00:20:05.190
Casie Gillette: I run through them like you know me I don’t I try not to go, word for word, but like
00:20:05.580 –> 00:20:20.250
Casie Gillette: I run through that thing 20 times because I want to know that when I get out there that if something goes wrong, right, if I can’t see my slides. If there’s technical errors or whatever’s going on, you know, whether it’s fear or whatever that I still know my materials.
00:20:21.450 –> 00:20:29.370
Casie Gillette: But one of the things we do here is we start getting people like some of the trainings that we do involve people giving presentations.
00:20:29.760 –> 00:20:35.760
Casie Gillette: Because you’re only in front of maybe five people or 10 people or whatever it is you start small.
00:20:36.300 –> 00:20:45.000
Casie Gillette: I tell anyone you know who’s looking to get into public speaking. Look at a local event like I started just doing word camps that were here in Boston.
00:20:45.480 –> 00:21:02.220
Casie Gillette: Events like that, or just like local SEO meetups where you know people give you an opportunity new speakers, they’re expecting new speakers, where you don’t. They don’t care if you mess up, right. Those are the things that that for me, it’s like know your material and start small.
00:21:04.350 –> 00:21:12.990
Jeff Louella: You have done a couple when I used to live in Philadelphia and we had a pretty vibrant SEO Meetup group. They’re called SEO grill and
00:21:13.500 –> 00:21:21.270
Jeff Louella: I got to speak there a couple times and I do small events. A lot of times I used to run a homebrew club making beer.
00:21:21.960 –> 00:21:30.150
Jeff Louella: So I would I would do presentation. Yeah, you know, a it was funny when I decided to start a club. I was like, I don’t want to do work after work.
00:21:30.930 –> 00:21:40.650
Jeff Louella: And I enjoyed the air and me, my friends who started brewing were like, you know, we want to meet other people to do it. And then we started a club and then that grew to 300 people
00:21:40.950 –> 00:21:46.920
Jeff Louella: My guy, and it was insane. Like we were just at this one bar on the Tuesday night would just be packed to the gills.
00:21:47.580 –> 00:22:03.030
Jeff Louella: The guy would never have any traffic on the Tuesday night before, and so it was a good time. But from there. I learned a lot of just, again, if you know your material like if I talked about SEO or if I talked about home brewing, I can. I don’t need slides, I can just talk about it, but
00:22:04.530 –> 00:22:10.530
Jeff Louella: But yeah, when you’re in front of a bunch of people, it can be be scary. So, but where did you get from like
00:22:12.090 –> 00:22:19.380
Jeff Louella: The confidence. You know, you start off bartending. You’re saying, and then now 10 years later, you’re in stage, you know, Mosque on
00:22:20.640 –> 00:22:26.100
Jeff Louella: And then there’s many of us who’ve been doing SEO just as long. And, you know, haven’t gotten past the meetup groups.
00:22:26.160 –> 00:22:27.570
Jeff Louella: Yeah, so
00:22:27.960 –> 00:22:41.310
Casie Gillette: Honestly, I again I’ve just been really lucky, like the support of the community, I would say. So even when I first started doing like I did an SMS show and it I
00:22:41.970 –> 00:22:49.380
Casie Gillette: One of the benefits. I was working in house right and I do think there’s a benefit when you’re in house that if you’re looking to speak, they’re more open to having you right
00:22:49.500 –> 00:22:50.820
Jeff Louella: Now big brand behind. Yes.
00:22:50.880 –> 00:23:00.030
Casie Gillette: Yep. And so that was really helpful. But at that show I met a couple people, you know, Elizabeth awesome Alaska who worked for third door for a long time. Greg Finn.
00:23:00.600 –> 00:23:10.590
Casie Gillette: There, people who just became my friends, but they also were these huge support systems. And so they were encouraging me to start writing for Search Engine Land. Right. So they got me doing that.
00:23:11.280 –> 00:23:23.100
Casie Gillette: You know, they would encourage they would help me with my pitches. Right. So I’ve just been really lucky I think in that the people that I have surrounded myself with or gotten to know have all been so supportive
00:23:23.790 –> 00:23:28.620
Casie Gillette: You know, even I was doing. I got invited to do search love one year in London.
00:23:29.100 –> 00:23:37.440
Casie Gillette: And a friend of mine, Aaron Friedman, who I had met through another show like we spent the night before our sessions just practicing with one another.
00:23:37.860 –> 00:23:42.900
Casie Gillette: And so, those kinds of things. Just, just really help. I don’t know. I’m not a shy person.
00:23:43.860 –> 00:23:55.530
Casie Gillette: I think that that makes the biggest difference is I know people in the industry will talk about, you know, I’m very introverted, or I’m very extroverted like I am an extrovert. I just very much am I enjoy being around people.
00:23:56.280 –> 00:24:08.400
Casie Gillette: I like conferences, I’d like being in crowds. So that part I think certainly helps because you know when you’re just out there just being loud, like I am. I don’t know if that helps or not, but
00:24:09.450 –> 00:24:25.830
Jacob Stoops: Funny. My wife is exactly like that, and I am. She is like the type of person that never met a person that she couldn’t talk to and like immediately make them like her, and be her friend and I am like, I’m a nice person, but I am
00:24:26.550 –> 00:24:35.550
Jacob Stoops: The opposite where like when I get into big crowds situations. It makes me like twitchy uncomfortable super uncomfortable.
00:24:36.840 –> 00:24:40.230
Jacob Stoops: Which is the yeah I then find it odd that I choose to do a
00:24:40.500 –> 00:24:42.300
Casie Gillette: Podcast right out there.
00:24:42.570 –> 00:24:51.780
Casie Gillette: Talking to people. I mean, I will say this, like, I don’t love I’ll be the first to say that I don’t love networking events like where you’re just with a whole bunch of strangers, but like
00:24:52.140 –> 00:24:59.100
Casie Gillette: I just like myself up for it. So you just, I just get mentally prepared and then you’re just you’re in, you know, I’m fine. Once I’m in it, but
00:25:00.900 –> 00:25:02.460
Jeff Louella: Yeah, I mean, it was tough moving like
00:25:03.540 –> 00:25:09.570
Jeff Louella: I know you. It seems like you’ve moved around a little bit, but I lived in Philadelphia for 42 years
00:25:09.990 –> 00:25:17.040
Jeff Louella: Wow started to move to Atlanta and pick up the family and move and it was really tough for my wife at first.
00:25:17.520 –> 00:25:26.280
Jeff Louella: But she is that type of person to you can put her in a room, she starts chatting with people and I think she’s actually impressed herself with how she can. She’s like 1000 friends now.
00:25:27.300 –> 00:25:30.180
Jeff Louella: And and the ones in there going, like I have a couple people. I kind of talk to you.
00:25:31.620 –> 00:25:37.350
Jeff Louella: I’m still I’m like texts with my friends back home, but it’s and she’s out every night, so it’s it’s interesting how
00:25:37.350 –> 00:25:37.800
Casie Gillette: I
00:25:37.950 –> 00:25:41.010
Jeff Louella: Put yourself in that position, and then you can like, get out there. Yeah.
00:25:41.190 –> 00:25:43.320
Jacob Stoops: You don’t it, Jeff, you’ll have a few more friends.
00:25:43.650 –> 00:25:45.660
Jeff Louella: Yeah. That’s what the internet’s great
00:25:48.270 –> 00:25:56.190
Jacob Stoops: So Casie, what are some of the biggest challenges that you run into operating in the agency world.
00:25:57.150 –> 00:26:12.870
Casie Gillette: Um, I mean, I do think, you know, it just thinking about the team, you know, thinking about hiring. It’s so competitive right now, you know, especially, you know, we’re a smaller agency. There’s a little under 30 a few of like 30 of us.
00:26:13.920 –> 00:26:21.720
Casie Gillette: And when you’re trying to hire that like 123 years person. It is like just a battle.
00:26:22.320 –> 00:26:28.650
Casie Gillette: Axe and especially here in Boston, where there’s a ton of companies and a ton of tech companies and even just a ton of agencies, right.
00:26:28.890 –> 00:26:38.100
Casie Gillette: A lot of the big digital, you know, the big agencies, you have like digital us and you know those places who are now trying to get in the game, and they’re willing to pay a lot more
00:26:38.430 –> 00:26:43.650
Casie Gillette: To have those 123 years like I think hiring has certainly been a challenge. And we’ve been really lucky.
00:26:44.370 –> 00:26:51.060
Casie Gillette: Make our team is amazing. We’ve been able to get some really good people in, but then you have people who are constantly recruiting them away.
00:26:51.960 –> 00:26:56.070
Casie Gillette: So it’s like a battle. It’s like such a battle right now from that perspective.
00:26:57.000 –> 00:27:09.780
Casie Gillette: But then you have clients and you know to Geoff’s point earlier, there’s only so much time right there’s only so much time, you only have so many resources. I have a client right now that I adore. I love them to death.
00:27:10.800 –> 00:27:21.930
Casie Gillette: Unfortunately, when the search results changed in June with that big update. They weren’t penalized. But what happened was the search results themselves shifted so much
00:27:22.290 –> 00:27:30.870
Casie Gillette: That they went from being in you know the position one at the top of the page that didn’t have a lot of elements to now they’re
00:27:31.260 –> 00:27:43.620
Casie Gillette: In position to be ahead of them are now sponsored products and a map and the Knowledge Graph and people also asked box and so their traffic just tanked. And when you see that like
00:27:44.070 –> 00:27:55.290
Casie Gillette: It’s just gut wrenching because, you know, like I’m doing everything I can to help this client, but I can’t get them back there, right, like unless those search results change like I can’t get them back there.
00:27:55.980 –> 00:28:01.650
Casie Gillette: So that stuff is is just, it’s so challenging and frustrating because you have these clients that you love and you want to help them but
00:28:01.980 –> 00:28:12.450
Casie Gillette: Sometimes you just have to say like we have to change our, we have to change our strategy right and i mean like a complete one need to change our strategy. So I think that that’s a tough one.
00:28:13.170 –> 00:28:25.650
Jeff Louella: I mean it’s tougher all these days with Google putting so many other elements on the page. Besides that, besides just organic and it is surprising. Sometimes when I still do well. And there are other things on that page.
00:28:26.370 –> 00:28:33.090
Jeff Louella: But you know Google’s tracking all that, too. So they’re also going to be changing those features around a lot. Yeah. And I do
00:28:33.660 –> 00:28:37.050
Jeff Louella: You know, I think it’s really important to start spreading out into other mediums.
00:28:37.470 –> 00:28:46.200
Jeff Louella: Cuz you’re going to have video links are going to have image links and it’s like if we don’t optimize our images or maybe add videos like those are areas we can get to
00:28:46.560 –> 00:28:56.670
Jeff Louella: I think figuring out a track it all is another aspect. Um, but, but one of those is like there’s gonna be 10 listings above you, that are just not organic. And how do we get into those listings
00:28:56.940 –> 00:28:59.670
Casie Gillette: Right, and even, like, you know, for that same client. I mean,
00:29:00.090 –> 00:29:11.520
Casie Gillette: One of the first things we did. We’re like, All right, let’s get like FAQ schema on the site right like they have FAQs the search results are showing FAQs. Like, let’s get this up. Let’s test it. Let’s see what that can do so.
00:29:11.730 –> 00:29:24.780
Casie Gillette: We’re really trying everything we can think of here to help with that. But sometimes you know there’s there’s only so much that we can do. But yeah, I love your like, but like you have to diversify. Some people just don’t want to hear that, though.
00:29:25.590 –> 00:29:34.050
Jeff Louella: Yeah, and it’s hard to diversify. Right. I mean, one reason when Jacob asked me to come on to the podcast was like something I always wanted to do, but I know it’s a lot of work to do it.
00:29:34.560 –> 00:29:39.780
Jeff Louella: And it’s like there’s a whole bunch of new algorithms. I got to learn because it’s like to get your, you know, a podcast even
00:29:40.170 –> 00:29:50.730
Jeff Louella: Show up like it’s learning right it’s like you on iTunes. We don’t show up yet. But there’s ones out there that haven’t been talked like having the three episodes and haven’t been uploaded in 10 years entered like number four.
00:29:51.810 –> 00:29:58.140
Jeff Louella: It’s like why so that’s not the that’s not Google. I feel like if it was Google. I don’t understand it but
00:29:58.170 –> 00:29:58.530
00:29:59.880 –> 00:30:01.740
Jeff Louella: Exactly so. So
00:30:01.830 –> 00:30:13.860
Jacob Stoops: When people don’t want to hear it. How do you approach that because I feel like I’ve said it like 80 million times the implementation, especially on the agency side is our biggest problem and then
00:30:14.400 –> 00:30:31.800
Jacob Stoops: Changing hearts and hearts and minds and figuring out from a psychological perspective, what can you do or say to get people to kind of come around to your understanding of a situation or the reality of situation, how do you, how do you go about that.
00:30:32.100 –> 00:30:39.600
Casie Gillette: I mean, one thing that I take a lot of pride in. And that, you know, specifically here at KoMarketing is like we have really good relationships with our clients.
00:30:40.140 –> 00:30:50.910
Casie Gillette: You know, I have a client that I’ve worked with since I started here and she’s like her fifth organization and she just brings us with her everywhere she goes, it’s so awesome.
00:30:51.930 –> 00:31:00.510
Casie Gillette: But because of those relationships we are able to be very direct about it, right, like, one of the things that I really do pride myself in is
00:31:00.810 –> 00:31:06.330
Casie Gillette: I’m not. I’m never gonna lie to my clients right so like that example that I told you where search results shifted
00:31:06.690 –> 00:31:15.270
Casie Gillette: You know, I said like, look, we can keep trying to get back, we can keep trying to get back for this keyword all you want, but unless this changes.
00:31:15.600 –> 00:31:22.980
Casie Gillette: There’s nothing that we’re going to be able to do. But here’s the data that shows here are the other things that we can do right so
00:31:23.640 –> 00:31:32.160
Casie Gillette: In fact, one of the one of the girls who works here put together this sheet yesterday, this data set for this client that specifically looks at their competitors.
00:31:32.610 –> 00:31:35.040
Casie Gillette: We’ve been trying to get them to do a couple things.
00:31:35.910 –> 00:31:48.660
Casie Gillette: They’ve been a little bit hesitant to do it. She pulled all this data that’s competitive data search volume data like potential revenue data that now we take that and we present to them like here’s the actual financial impact of doing this.
00:31:49.260 –> 00:31:54.720
Casie Gillette: And I think that helps the one thing I always tell people I’m like just show them competition just show them their competitors.
00:31:55.110 –> 00:32:04.020
Casie Gillette: Like, especially when you’re talking to the C suite. If you show them like here’s what your competitors are doing. They absolutely are always like, Well, why aren’t we doing that.
00:32:05.250 –> 00:32:18.030
Casie Gillette: So I do think that helps is, you know, just just being honest and direct, you know, using the data you have, and, you know, if you can get buy in from from the upper level that that goes such a long way.
00:32:19.110 –> 00:32:25.080
Jacob Stoops: Do you find that they believe their data or the data that you provide them.
00:32:25.200 –> 00:32:33.780
Casie Gillette: I do it. But, you know, the one thing I do like is I think our clients are very smart. That’s actually something that’s changed that’s gone wrong.
00:32:38.970 –> 00:32:40.470
Jacob Stoops: Like I wanted to rewind that the
00:32:42.390 –> 00:32:50.550
Casie Gillette: The one thing that has definitely shifted over the past, you know, seven years, specifically for me being here is our contacts weren’t always
00:32:51.120 –> 00:33:10.890
Casie Gillette: Search savvy and now they are much more savvy when it comes to understanding SEO paid search, whatever it is. So our clients, not only they will question the data if it’s if it’s wrong, or if they have questions, but they understand it. And I think that is really, really helpful.
00:33:11.220 –> 00:33:14.910
Jacob Stoops: What do you think is led to that higher degree of understanding
00:33:15.390 –> 00:33:17.310
Casie Gillette: I mean, I think, just as the guy was so much more well known.
00:33:17.820 –> 00:33:30.420
Casie Gillette: Right. I mean, there’s still people who don’t necessarily know, but you know 10 years ago was like this little thing that maybe someone did. And it was such a niche. Whereas now, it’s a thing that they teach in college, which is amazing.
00:33:30.930 –> 00:33:34.740
Casie Gillette: But I think there’s just so much more awareness of it and people who who need to understand it.
00:33:35.130 –> 00:33:52.500
Jacob Stoops: You guys ever like I like even five years ago, I had never once on in like a traditional medium heard anybody like refer to SEO. So it was like the thing that I do for my living is like this super
00:33:53.160 –> 00:34:10.860
Jacob Stoops: Secret sort of thing to the to the public. And now, like I’m driving around done listening to in I’m in Columbus, so it’s 97 when the fan my sports radio and when you start to get the commercials in the ads there a company’s advertising SEO services. And I’m like,
00:34:11.880 –> 00:34:21.900
Jacob Stoops: Holy crap, this is becoming more mainstream whereas five years ago, like, no, you never saw it. I even today I’m ups. I’m upstairs and I’ve got a TV.
00:34:22.470 –> 00:34:35.580
Jacob Stoops: That can play I can play the YouTube and YouTube ad came on and it was for a digital marketing and SEO company. And I was like, well, about a year ago, I didn’t see much of that going that going on.
00:34:37.080 –> 00:34:39.990
Jacob Stoops: So you’re right it is becoming a little bit more, more.
00:34:40.350 –> 00:34:44.130
Casie Gillette: What we do it was on Jeopardy jeopardy. We’ve made it. Yeah.
00:34:44.880 –> 00:34:45.510
Jeff Louella: Yeah, one of my
00:34:45.600 –> 00:34:53.730
Jeff Louella: Favorite my favorite podcasts is a radio lab. And for the last two months or three months they they’ve been brought to you by wicks
00:34:54.180 –> 00:34:57.960
Jeff Louella: And all they’re talking about his mixes SEO capabilities.
00:34:58.470 –> 00:35:05.130
Jeff Louella: And I’m just like, oh, this is my favorite pocket. Like they their whole podcast is about like breaking things down. I wish they broke their average
00:35:08.490 –> 00:35:19.500
Jacob Stoops: Amy and knowing them, which just shelled out $25,000 to Marie Haines bolting like for winning the the wicks SEO contest and
00:35:19.500 –> 00:35:19.800
Jacob Stoops: Like
00:35:20.280 –> 00:35:28.650
Jacob Stoops: I was like holy shit if I didn’t know there were, there was 25 grand on the line, I would have been like, all right, I’m in. I let me let me get in there but
00:35:29.250 –> 00:35:40.170
Casie Gillette: I you know I appreciate it, that it goes to someone like her, though, who actually knows what she’s doing. Right. That, you know, I think she made a comment today, like, you know, she had eight people working on it for six months or something like
00:35:40.410 –> 00:35:48.600
Casie Gillette: But, you know, you see someone, it’s like okay this is a person that I know is smart. I know knows what they’re doing like better than some, you know, shady person.
00:35:49.110 –> 00:35:59.370
Jeff Louella: Yeah, well, when they ran a competition. Last year I know with a Patrick stocks, he like it was it came down to between him and someone else and
00:36:00.420 –> 00:36:11.940
Jeff Louella: You know, there was a lot of shady stuff going on on on some of those people were being bought and and and that was part of the rules and he couldn’t buy links so i know i don’t think Patrick was I think the guy who won.
00:36:12.330 –> 00:36:14.280
Casie Gillette: The other guy did yeah and it’s
00:36:14.640 –> 00:36:22.500
Jeff Louella: So it is an interesting thing. I give wicks credit because SEO is love like that again, there were competitive so
00:36:22.920 –> 00:36:23.850
Casie Gillette: That they’re on it to
00:36:24.450 –> 00:36:26.190
Jeff Louella: Totally like if we’re not in it. We’re crap.
00:36:27.630 –> 00:36:29.880
Jacob Stoops: I couldn’t believe the size of the font, though, man. I was like,
00:36:29.880 –> 00:36:30.270
Jeff Louella: That
00:36:30.360 –> 00:36:35.130
Jacob Stoops: You’re serious about this 25 G’s. Cool, man. So Jeff,
00:36:36.150 –> 00:36:37.710
Jacob Stoops: Let’s move to the next segment. What’s in
00:36:37.710 –> 00:36:38.250
Jeff Louella: Right.
00:36:38.370 –> 00:36:39.420
Jacob Stoops: Let’s get to the drama.
00:36:39.960 –> 00:36:49.530
Jeff Louella: Yes, more Twitter drama. So there was a post by think I’m gonna probably announce it will just say, Holly cuz she what’s her name on there but
00:36:49.860 –> 00:36:50.310
Jacob Stoops: I think you’re
00:36:50.910 –> 00:36:52.530
Jeff Louella: Blocked yeah girl Ziploc
00:36:52.950 –> 00:36:53.190
00:36:54.480 –> 00:37:02.160
Jeff Louella: But she pretty much came out and was saying in the first two pages of Google never surface any personal blogs or personal websites anymore.
00:37:03.330 –> 00:37:06.810
Jeff Louella: And everything it’s worthwhile like a question, you look at
00:37:08.220 –> 00:37:24.960
Jeff Louella: You know, it’s just being optimized bunch of bunch of SEO assholes. And that was a word to use, and I thought it was awesome. But at the same time right there was like you know as SEO assholes were kind of going out and saying there was a lot of different post out there so
00:37:26.580 –> 00:37:36.270
Jeff Louella: I know someone like Joe Hall, kind of like some of us aren’t assholes. And we took the time to learn the algorithms and stuff. And I think there was a lot of battle going back and forth between
00:37:37.410 –> 00:37:43.260
Jeff Louella: Is someone who is not so familiar with SEO and if I could see you know like you type in
00:37:44.010 –> 00:37:50.160
Jeff Louella: Anything and not anything but anything that’s like a probably a broader keyword. You can have a major company show up for it.
00:37:50.610 –> 00:38:02.820
Jeff Louella: Especially if it’s like something you’re trying to sell you know if you’re typing in iPhone or something like that. Like, you’re going to get a big brand, whether it’s apple or BestBuy or somebody there. And yes, they all have SEOs working for them.
00:38:04.350 –> 00:38:12.990
Jeff Louella: But it was the outrage was kind of interesting with it, where I mean john mule Mueller posted about it like you want to know what people thought
00:38:13.320 –> 00:38:22.500
Jeff Louella: You know bills. Yet all the big name as you guys out there, Bill slough ski, um, you know, there was an interesting conversation. I don’t know what your take, was it on
00:38:23.220 –> 00:38:37.620
Jeff Louella: Jacob, but it was really interesting kind of post between it because I really feel that, yes, there’s big brands out there. I think I understand why there’s big brands out there. I don’t think it’s anything. It could be. It’s not shady. It’s a grower trying to optimize for that.
00:38:38.910 –> 00:38:49.170
Jeff Louella: I do feel like there are some bad SEOs out there and they probably are doing bad things. But overall, we’re all trying to make our clients site more for the customers.
00:38:49.590 –> 00:38:55.770
Jeff Louella: And that’s why Google showing them over other people and that’s kind of what I feel that’s going on but I get her pain.
00:38:56.340 –> 00:39:08.790
Jeff Louella: Why, she’s, she’s like, if you don’t know that. And you’re just a blogger and you wonder why your blogs loss efforts traffic or isn’t getting the traffic. It means like, of course, you’re just gonna blame the people who specialize in that so
00:39:09.180 –> 00:39:13.860
Casie Gillette: I mean, at the same time, though, if you’re just realizing, like you’re so behind
00:39:13.920 –> 00:39:16.320
Casie Gillette: That’s why you’re not showing up anymore. Right. I
00:39:16.320 –> 00:39:16.740
Jeff Louella: Mean
00:39:17.130 –> 00:39:22.500
Casie Gillette: This started changing how many years ago, I personally don’t have any patience for that so
00:39:23.760 –> 00:39:30.930
Casie Gillette: I just don’t like one. I try to stay out of the SEO dramas, just like again I just other things that I’d like to do
00:39:32.190 –> 00:39:35.400
Casie Gillette: And usually it’s just people I think sometimes people like to argue
00:39:36.660 –> 00:39:38.100
Casie Gillette: I do think in one of the things I do
00:39:38.100 –> 00:39:51.660
Casie Gillette: Love about the SEO space and the people in it is that people are very protective of it right and it goes back to what we were just talking about were five years ago, people maybe didn’t know as much about SEO as they did. So I do think people are very
00:39:52.170 –> 00:40:05.970
Casie Gillette: protective of the Community as a whole, protective of what we do because we’ve always had to be a little bit defensive about it because let’s be real, like when I started the ship were doing was not like well as shady. Right. You’re just buying links and
00:40:06.480 –> 00:40:12.330
Casie Gillette: And it worked. And it was awesome. And you know there are people who are still figuring out how to game the system and at the
00:40:12.360 –> 00:40:27.720
Casie Gillette: End of the day, like, yes, like we’re not personally. It’s not like I’m doing over here doing anything shady, but I am working really hard to innocence game that algorithm. Right. I want my client site there and so
00:40:28.380 –> 00:40:37.080
Casie Gillette: What does that mean, well, it means you have to have a brand presence and it means you need to have content and, you know, yeah, these personal blogs don’t necessarily have that. So maybe they shouldn’t show up.
00:40:38.190 –> 00:40:39.750
Casie Gillette: And what are you trying to show up for so
00:40:39.990 –> 00:40:49.800
Jeff Louella: I don’t know i just i and i can show them like I didn’t want to get into because I’m anti drama myself, but I can show her where there’s personal blogs meeting some of my clients that
00:40:49.830 –> 00:40:50.790
Are driving. Yes.
00:40:52.080 –> 00:41:04.740
Casie Gillette: And it goes to the it goes to the sense of diversification exactly what we were just talking about, you know, for people who maybe you don’t have a big brands like you need to be looking at, you know, social or whatever it is, or medium or these
00:41:04.800 –> 00:41:06.480
Casie Gillette: Other platforms where you can gain
00:41:06.480 –> 00:41:12.600
Casie Gillette: Visibility because, I mean, even for my clients. I’m like, look how much time you have left in Google here, right.
00:41:13.920 –> 00:41:19.380
Casie Gillette: Time is limited for alive. So, you know, whether you’re a blogger not have enough people to sell things to complain, but
00:41:19.650 –> 00:41:20.880
Jeff Louella: What I find interesting.
00:41:20.880 –> 00:41:28.710
Jacob Stoops: About this is like, just like you guys said there are certain queries like across some of my clients were like
00:41:29.400 –> 00:41:35.940
Jacob Stoops: Half of the results are product pages and half of the results are articles.
00:41:36.570 –> 00:41:50.400
Jacob Stoops: blog articles resource articles, things like that. And as an SEO. It’s like it’s really interesting to try to figure out what Google thinks the real intent is. Is it informational is it transactional
00:41:51.000 –> 00:42:03.420
Jacob Stoops: But I would say to like the first comment about how, like, okay, Google never almost never surfaces blogs and personal websites what and my Google Pixel is going up as I’m saying saying this, so I’m
00:42:05.460 –> 00:42:06.630
Jacob Stoops: Always listening Google
00:42:08.340 –> 00:42:27.540
Jacob Stoops: It’s let’s just actually in inaccurate and I’m for, you know, I hate to to rail on this particular person. I don’t know what search that they were doing, but like honestly the last place I worked like we grew our traffic in about a year by like 100% and almost all of it was like
00:42:28.020 –> 00:42:32.850
Jacob Stoops: A blog. Yeah. And that brought in a lot of business. So like, there’s that.
00:42:34.050 –> 00:42:48.210
Jacob Stoops: The second part of this is the, the kind of more kerfuffle were like, Okay, well, just because there are people online that that optimize things to show up. We’re, we’re all assholes. Well,
00:42:49.530 –> 00:42:58.050
Jacob Stoops: Now you something like I feel like there are some because there are two sides of the fence one on one side of the fence. You’ve got people
00:42:59.160 –> 00:43:18.510
Jacob Stoops: In I think rightfully so, defending the industry and the people in it as not all assholes. Okay. And that and that’s true. Like, we’re not all assholes. But there are some assholes. It’s just like other place on Earth. There are things in there. There are not assholes in any profession ever
00:43:19.230 –> 00:43:24.810
Casie Gillette: So, you know, there’s people that are in this industry that I like very much but they’re still assholes.
00:43:25.110 –> 00:43:26.280
Casie Gillette: Right, yeah.
00:43:26.490 –> 00:43:28.110
Jacob Stoops: There’s, there’s even that. But then there are
00:43:28.110 –> 00:43:28.530
Jeff Louella: People on
00:43:28.560 –> 00:43:35.310
Jacob Stoops: The other side of the fence. And this is where I feel like for me in terms of my opinion because I believe that when
00:43:35.580 –> 00:43:41.760
Jacob Stoops: We’re all being generalized as assholes. We have a right to push back. But there are people on the other side of the fence and
00:43:42.300 –> 00:43:53.100
Jacob Stoops: I don’t understand it quite as much and I’m trying really hard that in one case like Tom Raynor who was a was a previous guest on the show and sometimes has
00:43:53.580 –> 00:44:07.500
Jacob Stoops: Some, some opinions on this, this type of stuff basically getting upset at the people for defending the industry and pushing back on on this type of stuff in there were other people saying, hey,
00:44:08.190 –> 00:44:16.530
Jacob Stoops: You’re missing the point. You’re missing the point. And I agree, like, okay, what what’s great about this country is that people are allowed to have
00:44:16.890 –> 00:44:26.250
Jacob Stoops: Opinions and there is freedom of speech and that’s awesome, but there’s not freedom from accountability. Right. You have the right to say whatever the hell you want
00:44:26.610 –> 00:44:35.370
Jacob Stoops: And so to other people. And you mentioned earlier that Twitter is great for our Twitter wouldn’t exist if people didn’t arch. You didn’t argue
00:44:35.400 –> 00:44:37.860
Jacob Stoops: Yeah, absolutely. So anyways,
00:44:40.470 –> 00:44:41.010
Jeff Louella: Okay.
00:44:42.060 –> 00:44:44.130
Jacob Stoops: Anyway, so let’s so let’s move on. Let’s
00:44:44.310 –> 00:44:45.480
Casie Gillette: We can hang with us all day.
00:44:46.950 –> 00:44:59.910
Jacob Stoops: Let’s quickly. Let’s get into kind of the team building want to be respectful of time. So let’s jump into the team building component and deep dive on that really quickly. So, Casie. How do you build a good SEO team.
00:45:00.300 –> 00:45:03.540
Casie Gillette: Yeah, so this was something that I was asking.
00:45:04.380 –> 00:45:18.270
Casie Gillette: You know, five years ago, six years ago, like I said, when I came back to KoMarketing. Um, there were probably about eight people eight or nine people that were here at the time and you know we were growing and I realized that once you hit that 10 to 12 mark.
00:45:19.470 –> 00:45:29.940
Casie Gillette: You need things like processes which like I hate my life just like God, like, all right, we need to do something like how do we actually make this scalable.
00:45:30.720 –> 00:45:38.550
Casie Gillette: And so I started talking to just different people in the industry about how they have grown their teams, you know, I was talking to will Scott
00:45:39.420 –> 00:45:47.430
Casie Gillette: Talking to Mike Arneson about like what they do for training and, you know, just thinking what these people were telling me I was like okay like
00:45:47.880 –> 00:45:59.010
Casie Gillette: What we actually have to do is, is give people the tools that that are going to make them successful but also you have to give them the process to lead them there. And I think that’s something that I struggled with a little bit
00:45:59.940 –> 00:46:18.000
Casie Gillette: Because I just don’t love having to tell people to do something a certain way because especially with search. There’s so many nuances, you know, and I see people who are like, Okay, well, you told me that I have to have 60 characters. And so I have 16 and I’m like, Oh, no.
00:46:20.070 –> 00:46:20.850
Casie Gillette: I just had
00:46:20.940 –> 00:46:27.150
Jacob Stoops: Somebody today asked me how important the little green bubble is in the Yoast SEO plugin.
00:46:27.690 –> 00:46:37.170
Casie Gillette: Yeah yeah yeah yeah that’s fine. So like you have to consider all that but I mean one of the things that that we realized is
00:46:37.980 –> 00:46:40.620
Casie Gillette: One. You just have to we start people slow
00:46:41.280 –> 00:46:48.720
Casie Gillette: But we also give them that you know we give them templates for things and we give them the tools they need and we give them the information they needed and
00:46:49.020 –> 00:47:03.720
Casie Gillette: You know, now we have managers who are helping and there’s people above them who are we’re guiding them through the process, especially people who they don’t have any experience with SEO. Right. They don’t know what it is. So I would also say the one thing that we have certainly changed.
00:47:04.890 –> 00:47:12.810
Casie Gillette: Is focusing on the user. And that’s one thing that I tell people the team now especially new people.
00:47:13.290 –> 00:47:21.900
Casie Gillette: When it comes to things like keywords is I always tell them like think about the user first. And that’s something that even that I feel like has changed.
00:47:22.590 –> 00:47:34.380
Casie Gillette: But you have to really think through all of the nuances that come with search and and that’s tricky, but I think when you’re building your team, you know, you learn it as you go. I’m still learning new things every day.
00:47:35.610 –> 00:47:37.290
Jeff Louella: Yeah. It’s funny, I always tell
00:47:38.400 –> 00:47:40.410
Jeff Louella: There’s different everyone has different ways of doing things.
00:47:40.410 –> 00:47:41.010
Casie Gillette: Right.
00:47:41.160 –> 00:47:46.950
Jeff Louella: When it comes to the title tags. Like, I’m kind of the anti like pipe between like keyword pipe keyword pipe.
00:47:47.400 –> 00:47:58.710
Jeff Louella: And just I’d rather it read something better and. And at the end, it’s not even like I don’t like pipe client I like you know by client or something, some so read, you know, it’s like
00:47:59.130 –> 00:48:02.040
Jeff Louella: A new Nike sneakers. But, you know, from whoever and it’s
00:48:02.520 –> 00:48:12.660
Jeff Louella: And it just little things like that were getting people in brand new and SEO and they read a lot of articles you just end up seeing it, like, way more robotic than it needs to be. And
00:48:13.140 –> 00:48:13.920
00:48:15.180 –> 00:48:21.660
Jeff Louella: Jake’s working on a lot of training stuff where and our work and it’s kind of, it’s tough to get the full gamut of everything you do.
00:48:22.350 –> 00:48:29.700
Jeff Louella: In there, so we’re trying to build a slow kind of library of videos and that when someone new comes in, they can go through them.
00:48:30.210 –> 00:48:30.990
Casie Gillette: It’s a great idea.
00:48:31.260 –> 00:48:33.330
Jeff Louella: I think just the relationships between
00:48:34.380 –> 00:48:39.120
Jeff Louella: People senior people and junior people is where I think a lot of team building needs to come from. So
00:48:39.210 –> 00:48:41.130
Casie Gillette: Yeah, and I mean even thinking about
00:48:42.150 –> 00:48:49.860
Casie Gillette: Like, how are we starting them so like we don’t just immediately drop someone into like doing keyword research. For example,
00:48:50.340 –> 00:48:59.070
Casie Gillette: But what we might have them do is optimize a page which forces them to figure out like how do I find the right keywords and how do I make sure that
00:48:59.280 –> 00:49:05.850
Casie Gillette: I’m you know I’m whatever I’m changing still relates to the user. But it also forces them to go look at search result so
00:49:06.060 –> 00:49:15.690
Casie Gillette: You know, kind of easing them into all of the elements before saying like, all right, like I’m going to have you go do this, this full scope of keyword research or whatever it might be.
00:49:16.650 –> 00:49:20.730
Jacob Stoops: How do you when you’re bringing people into the team, right, there’s
00:49:21.300 –> 00:49:32.790
Jacob Stoops: Just like in sports, right, there’s, there’s the X’s and O’s. Right. But then there’s also an element that’s a little bit more on definable called chemistry right and fit.
00:49:33.240 –> 00:49:39.720
Jacob Stoops: Within the team structure. So when you’re bringing people in and it doesn’t just have to be intro people, it can be mid level and senior people
00:49:40.890 –> 00:49:50.820
Jacob Stoops: What are the characteristics of a person that you look for in terms of that person’s fit as you’re constructing your team. Yeah.
00:49:50.850 –> 00:49:54.060
Casie Gillette: We said, I mean as an organization, we sat down about two years ago.
00:49:54.330 –> 00:50:04.710
Casie Gillette: And it tried to answer that question because we were we, you know, we really wanted to take hiring, we really take it seriously because again we’re a small team. So the people that you’re hiring. You’re putting a lot of investment into that person.
00:50:05.040 –> 00:50:18.600
Casie Gillette: And what we figured out is the people that were looking for, they have to be self motivated. I think that’s the biggest thing is like, we don’t have time. I don’t have time to micromanage people and also who likes that. Like nobody
00:50:19.260 –> 00:50:32.340
Casie Gillette: Can nobody likes that. So you have to be an element of being self motivated and in this industry where things change, like we’re talking about, you need to go figure. You have to be curious. Right. You have to go figure out
00:50:32.910 –> 00:50:42.270
Casie Gillette: Well, I looked at the search result yesterday, and now I’m seeing something different, like why or like last week, my client was here and now they’re not why
00:50:42.990 –> 00:50:55.890
Casie Gillette: So I think between being self motivated and curious. Those are such like key elements for us in the desire to learn is a big one, a really big one. So I love when we interview someone
00:50:56.970 –> 00:51:00.870
Casie Gillette: Excuse. Excuse me. I love when we interview someone and they say,
00:51:01.740 –> 00:51:10.230
Casie Gillette: Yeah, well I’ve been doing this but I’m really interested in this. So, you know, I went in took like the Google Analytics test because I wanted to learn about it right or
00:51:10.410 –> 00:51:21.540
Casie Gillette: I went and looked at HubSpot x because I wanted to learn about it. That’s the stuff that really intrigues me and I’m like, all right, this person, this person is going to be a good fit. So
00:51:21.750 –> 00:51:35.790
Jacob Stoops: Are there ever and I want to be. We’re running out of time so I’m squeezing squeezing questions. Are there ever people that check those boxes, but then come in and still are in a culture fit and how do you, I guess. How do you figure that
00:51:36.210 –> 00:51:42.180
Casie Gillette: We, we haven’t we haven’t had that honestly it we’ve been so lucky. I met. Oh.
00:51:43.020 –> 00:51:47.490
Casie Gillette: But we do like when the people come in, like, we’re very we work in an open office.
00:51:47.790 –> 00:51:56.850
Casie Gillette: Right. And I’m very just apparent like the questions that we ask are, you know, the questions I asked her what type of environment. Are you looking for. How do you like to be managed. How do you learn
00:51:57.750 –> 00:52:04.800
Casie Gillette: You know what, what is your, your dream job. What you know those questions, kind of, they can give you a lot of insights into that.
00:52:05.160 –> 00:52:12.810
Casie Gillette: But we also will have, like, it’s not just the leadership team who’s interviewing these people. We have their peers come in and talk to them.
00:52:13.290 –> 00:52:21.810
Casie Gillette: We have a, you know, middle managers come in and talk to them. So, you know, at the end, we’re all deciding does this person seem like a fit. And I think that helps
00:52:23.100 –> 00:52:25.560
Casie Gillette: Okay, we’ve had like one, maybe, maybe there’s like one
00:52:28.950 –> 00:52:30.480
Casie Gillette: So we’ve been lucky I guess.
00:52:31.440 –> 00:52:37.500
Jeff Louella: Awesome. So if you know you ain’t got a couple drinks and you’re talking to the bartender and the bartender says
00:52:37.800 –> 00:52:46.770
Jeff Louella: Hey, I want to follow the same steps that you did. I want to get into SEO. What kind of advice would you give them to go like come from, like, you know, bartender waitress or, you know,
00:52:46.770 –> 00:52:48.660
Jeff Louella: Any type of job into the SEO world.
00:52:49.140 –> 00:52:52.200
Casie Gillette: I tell people all the time. Start build a website.
00:52:53.220 –> 00:52:55.230
Casie Gillette: Even though they’re not showing up in search results.
00:52:55.800 –> 00:53:00.180
Casie Gillette: You know, start playing around with WordPress. I think WordPress is the easiest place to start.
00:53:00.990 –> 00:53:09.450
Casie Gillette: But just building your own site. I think that’s your best test environment you’re never going to learn more. That’s how, like, I didn’t know HTML. When I was coming out of school.
00:53:09.990 –> 00:53:17.550
Casie Gillette: I just started playing around with it. I started building my own websites. I’ve read like I got like HTML for dummies. I own I bought SEO for dummies.
00:53:18.570 –> 00:53:18.900
Casie Gillette: Me.
00:53:20.130 –> 00:53:22.140
Casie Gillette: You learn this stuff by doing it.
00:53:22.200 –> 00:53:23.430
Casie Gillette: And that’s never in that goes
00:53:23.430 –> 00:53:30.030
Casie Gillette: Back to the start of our conversation on being in an agency where you have these different places to play and explore and
00:53:30.360 –> 00:53:38.070
Casie Gillette: I would say just go and I tell the team here. Like if you want to learn. People are like, oh, I want to learn HTML, you can, it’s, it’s not really that hard.
00:53:38.850 –> 00:53:55.950
Casie Gillette: There’s plenty of places to do these things, but go start go start playing around and read. I mean, I read an hour every day. So every I pay attention to what’s what’s whether it’s on Twitter, whether it’s on my feed Lee feeds. I still read every single day to learn what else is new.
00:53:58.080 –> 00:54:02.880
Jacob Stoops: Reading is very, very important and underrated skill in this industry.
00:54:03.990 –> 00:54:12.210
Jacob Stoops: Well. Casie I’m know you’re running out of time and have a hard stop wanted to thank you so much for coming on. Where can people find you.
00:54:12.540 –> 00:54:22.500
Casie Gillette: Yeah. Thanks for having me. This was fun. You can find me on twitter at Casie G. You can find me. I always say this, I’m LinkedIn. I’ve never on LinkedIn. Don’t find me there.
00:54:24.480 –> 00:54:26.580
Casie Gillette: Find me at KoMarketing com
00:54:27.030 –> 00:54:28.410
Jeff Louella: Cool, thank you so much.
00:54:28.410 –> 00:54:34.950
Jacob Stoops: For coming on and I know our audience will will love your episode. It was a great, great discussion.
00:54:35.550 –> 00:54:37.020
Casie Gillette: Well, thanks. It’s good to talk to you guys.
00:54:37.200 –> 00:54:37.680
Jacob Stoops: Thank you.
00:54:37.740 –> 00:54:38.280
To talk to you.Post Views: 935
By Jacob Stoops — 4 months ago
- Growing up in the UK, moving to the US and culture-shock that ensued
- Growing up using computers and the Internet and how that experience pushed him to learn HTML/CSS on his own
- How blogging eventually led him to a career in digital marketing, and how that led to SEO
- The difficulty of landing his first true SEO gig
- Optimizing for a PPC company
- The challenge of finding his voice within the industry
And much more!
In the news
We talk about:
- The impact of Coronavirus on the SEO industry as well as our personal lives
Finally, we have a deep dive into another important topic — diversity in the SEO industry.Post Views: 834